Apple Retail Staff Taught to 'Look Into the Heart, Not the Pocket Book'

Apple senior vice-president of retail, Ron Johnson talks to Retail Week about the company’s charge into retail since joining the business in 2000. Here are some choice quotes...

"10 years ago, we decided that, as a company that wanted to win in innovation, we wanted customers to experience the product at first hand. Most people have never seen the iPad. They’ve heard about it, but the chance to touch it is a pretty neat thing.

Our primary objective is to create a place that people will love," says Johnson. Speaking about the Covent Garden store he says, "We’ve not only created a store, we’ve created a place for people to be."


"Regent Street taught me the most. It was a big bet to put in a big store like that, but it worked. Today, Regent Street is our highest traffic store in the world."

Johnson says staff are taught "to look in the heart, not the pocket book" when dealing with customers. Rather then sell they are there "to help you buy".

Read More [via 9to5Mac]