Angela Ahrendts Plans For Apple Retail Store Restructuring, New Store Openings

Apples Retail Store SVP Angela Ahrendts is planning to restructure of Apple's Retail Stores with a focus on enhancing the customer experience, reports 9to5mac. Currently all Apple Stores are organized into geographical regions, however Ahrendts plans to restructure the stores based on sales volumes and customer demographics.

Ahrendts, say sources briefed on the plans, is aiming to restructure stores based on sales volumes. This means that stores will now be grouped by how much of certain products they sell. This will heighten customer satisfaction and streamline Apple retail operations as now similar stores will have similar leadership and similar promotions. This move is not designed to institute John Browett-likely sales targets, but it is planned to create even more tailored experiences to individual stores.

Last week, Ahrendts sent a memo to Apple employees saying that Apple's greatest opportunity will be 'continuing to focus on and evolve the customer journey online and in our stores.'


Previously it was reported that Ahrendts plans to improve customer experience, launch a mobile payment system, expand growth in China, and to improve the end-to-end Apple Store experience.

Ahrendts is expected to oversee more than 20 new Apple Store openings in China through 2016. Apple is also planning to open up new stores in Italy, Spain, Brazil, the Netherlands, France and the US throughout 2015.