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- Report
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In-store expertise: how retailers are responding to ‘showroomers’
- 04/10/2012
Apple's 'Genius Bars' focus on developing customer-product relationships
Dick Johnson, Creative Commons (2012) ©Scope
From pharmaceuticals to fashion, retailers are taking cues from Apple, recruiting expert staff, and encouraging consumers to exchange their online shopping behaviour for a lasting relationship with local stores.
Whether through educating consumers, connecting them with others, providing emotional support, or simply superseding the authority lacking in the ‘wisdom’ of the crowd – more than ever, retailers big and small are seizing the opportunity to provide customers with a face-to-face interaction with an trusted expert. -
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