»  Shoppercentricity

One of the more interesting bits of information coming out of the recent announcement of Apple's retail leader Ron Johnson going to JC Penney are insight into Apple's retail "secrets." While it is too simplistic to assume a short list of secrets are all you need to unlock your retail potential, there is much to learn from Apple's approach to retail.  

As retailers and manufacturers know best, your front line is where the interaction with the shopper happens. It is where impressions are made, brands are built and products are sold. And yet, even with all the complex training and engagement strategies this is one of the biggest industry weaknesses. Given this, Apple took a KISS (keep it simple, stupid) approach to employee engagement - bringing their philosophy to life through an acronym.

A: Approach customers with a personalized warm welcome.
P: Probe politely to understand all the customer's needs.
P: Present a solution for the customer to take home today.
L: Listen for and resolve any issues or concerns.
E: End with a fond farewell and an invitation to return."

What a great reminder that retail marketing requires as much simplicity as it does strategy.