An Apple store is "a place where you belong" 30 Nov 2007

MacNN reports on how Apple has been progressively changing its retail store format over the past year:

"The recently introduced concierge service directs customers to whatever section of the store they wish to browse, as well as connecting customers with their appointed personal shopper or trainer. Several employees will wander around, entertaining simple questions, and carry around a portable scanner, ready to ring through any purchases that customers may have. Receipts are instantly emailed to the customer, and a paper version can be obtained from store staff...Removing the registers in each of the stores has granted additional space for Apple's retail services, extending the Genius bar in most cases from 11 feet to an average of 35 feet."

These changes aren't only about usability and efficiency, they are about creating a more personalised and friendly environment for customers:

"Apple wants to maintain a casual feel in the stores, something that is reflected by its customers as they browse, use [the] internet, or [bring] their children in to play at the low-legged tables. 'We try to pattern the feeling to a 5-star hotel,' said Apple's retail chief, Ron Johnson. 'It's not about selling. It's about creating a place where you belong.'"

Related: Read a longer article on this topic here (from the Associated Press).

[via putting people first]