Tilted Screens: The Secret to Apple Store Success? [VIDEO]
Steve Jobs was meticulous in designing Apple’s iDevices, so it makes sense that tremendous thought went into designing the stores in which those devices are sold.
The clean and modern interior of Apple stores may be the perfect canvas to display the company’s shiny gadgets and entice consumers into making a spendy purchase. It’s aesthetically pleasing, sure — but there’s also a deeper concept behind the way the stores are laid out (Hint: Even the tilt of the laptop screens is intended to coerce you into trying one).
According to author Carmine Gallo, who spent a year researching the Apple store experience, laptop screens are tilted back about 70 degrees so customers have to adjust them, thereby getting shoppers to touch and test out the computers. Smart idea, right?
Apple is all about creating an interactive experience for its consumers, he writes. Rather than a “Buy, Buy, Buy” mentality, the concept is simple: let consumers test the devices with Internet and apps, don’t pressure them to leave and instill a sense of ownership by asking permission to touch an owner’s device before the associate shows them a certain function.
“Apple discovered that by creating an ownership experience, customers would be more loyal to the brand,” Gallo writes.
Compare the Apple store experience to other gadget retailers and the other big box stores simply don’t match up in terms of customer experience.
Do you care about the customer experience when shopping for gadgets? Tell us in the comments.
BONUS: Check out these amazing Apple Store designs
Apple made its Lourve-like design famous in New York, but Shanghai’s stunning cylindrical glass entrance is a sight to see. A glass spiral staircase leads shoppers to the store below.