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Editorial - Apple Concierge in Retail Stores: Think Security

by , 3:40 PM EDT, October 25th, 2007

Apple is about to alter the way customers enter many of their retail stores, according to a story at ifo AppleStore on Thursday. A concierge will soon greet entering customers and get them the help they require. It appears to be just good customer service, but there are other implications.

Currently, anyone can walk into an Apple retail store, unnoticed, wander around and leave. For some, that's annoying because no one has recognized their presence and sought to direct them to a salesperson. Worse, at any given moment, most Apple retail store sales people are engaged with a customer, fetching a product, or attending to some other task.

On the surface, the concierge position appears to solve just that problem very nicely.

However, this action by Apple is also in line with other markets. When you walk into any one of the high end hotel lobbies late at night, someone at the front desk will most likely hail and greet you. Take notice of you. When this reporter enters the local Best Buy, the security guys at the front door station always greet me and make eye contact.

They are friendly and observant.

Not only is a concierge a good path to customer service, but also has a beneficial side effect. It says, essentially, we've seen you come into our store. We recognize you. You are on notice that we may look at you again and observe your activities in the store.

The new Apple concierge service is written with great glamor and glee in the job postings, but it also will greatly assist with security in subtle ways. That's important, now that Apple is growing so fast. Many other companies have recognized this, and I'm surprised Apple took so long to implement it.

Observer Comments

Show: Subjects Only | Full Comments
Close Name:Guest
Subject: Best Buy? Fry's?

If they start checking my receipt at the door before I leave they can get stuffed.

Close Name:Guest
Subject: Already happening...

They are alreday doing that here at the Jordan Creek store.

I'm not sure that it is for security as much as it is for image.

People will pay more for good service.

We've all heard of people who will never return to "XYZ" because they felt that they were ignored, insulted, or mistreated. 20 years later, three mergers, and two name changes and you still can't change thier minds.

Close Name:mahuti -   TMO Staff Posts: 374 Joined: 09 Jan 2003
Subject: If they start checking my receipt at the door....

Quote
Guest wrote:
If they start checking my receipt at the door before I leave they can get stuffed.


Hah hah, no kidding. The worst offender is Sam's, Walton's, The Wholesale Club, whatever you wanna call it. They make sure you're a member before you even walk in. They won't let you buy if you're not a member, so what's the harm of letting you wander around if you're not already a member.

Anyway, I'm sure the concierge will occasionally be useful. I can't tell you how many times I've stood around just waiting to buy a $4k computer for my business while employees debate the merits of earbuds / inner ear phones. That being said, the Apple stores that have the guys with the roaming, wireless checkout are really rad. I love that service.

Close Name:Dreadnought Posts: 162 Joined: 01 Jan 2005
Subject: A much needed service

The past two or three times that I've gone into my favorite Apple Store, I've been pretty much ignored. Not a great feeling. The store is so darn busy it seems - on week nights there are two or three sales people giving training to One to One subscribers, five or six others already selling to customers, and the rest of the staff is at the cash register or at the Genius Bar.

I must say, I miss the days when I could walk into an Apple store and two or three staff members would be free to help me.

Having the concierge would be a very nice touch.

Close Name:Guest
Subject: A good sign

Apple stores have always had excellent service in IMO. A neighbor told me how much he appreciated the help he received when buying an iPod Touch for his daughter, and he may well go back and buy her the MacBook she wants (THE COMPUTER at my daughter's high school.) I feel a concierge will be a welcome addition to the Apple stores.

Close Name:Guest
Subject:

Quote
and I'm surprised Apple took so long to implement it.

Actually Apple started rolling this service/position out more than a year ago. Perhaps not at every store, but my local place has had it for at least that long.

Quote
Dreadnought wrote:
on week nights there are two or three sales people giving training to One to One subscribers...

FYI, those people conducting the training sessions aren't specialists (sales people), they're a separate job at the store, much like the Genius Bar staff. Most of the time their time is tightly scheduled around customers. Also, having them around doesn't detract from the rest of the staff scheduling, so having trainers on the floor doesn't mean having less sales folks.

Close Name:Gators Fan Posts: 17 Joined: 03 Sep 2007
Subject: If it saves me from terrorists. . .

"Concierge."

"Security."

Call it what you will. As long as it makes me feel all warm and fuzzy again, I'm for it.

A hand-dipped chocolate would be nice, too.

Let's just hope the Concierge I get isn't some emo girl with Rocky Raccoon eye makeup and a mohawk haircut. I could handle a nose ring, and maybe a few tats, but nothing more.

Are you listening, Apple?

Close Name:Sir Harry Flashman Posts: 786 Joined: 08 Feb 2007
Subject: The quality of Apple Store help

Quote
Dreadnought wrote:
The past two or three times that I've gone into my favorite Apple Store, I've been pretty much ignored. Not a great feeling. The store is so darn busy it seems...


I have noticed the change since the iPod use skyrocketed. More store space is dedicated to iPods and accessories and less to Mac software and books.

There is still a lot of Macs and Mac stuff, but the store staff is often younger and less Mac savvy than in the past.

I don't care if the Apple Store help is from an iGoth as long as he or she is knowledgeable, friendly, and I don't have to wait too long for the help.

Close Name:Terrin Posts: 410 Joined: 29 Jan 2006
Subject:

Another position where Apple can take advantage of people. My friend works at an Apple store in Michigan. The store has two full time sales people, and something like 20 part time positions. It is hiring 20 more part time positions. Now an observant person might say, why does Apple just not hire more full time people? Surely, there are some Apple loyalists out there who would sign up in a heart beat. No such luck.

Apple doesn't like full time people because it doesn't want to pay benefits.

Close Name:Guest
Subject: Murphy's Law

Personally I like to go into a store and look around myself. When I'm ready I'll contact or flag a sales associate (or whatever they want to call themselves).

However it usually doesn't work that way.
Either I walk into a store to just look and I'm hounded by eager sales associates.

When I want to get in and get something (fast) - there's no one around to help me and it takes forever to get what I want and get out.

C'est la vie.

Close Name:Guest
Subject:

Quote
Terrin wrote:
Apple doesn't like full time people because it doesn't want to pay benefits.


This is in ALL retail shops, NOT just apple ! And that is the EXACT reason the customer service SUX, whether it be sales, service or checkout.....

It's because the part-timers that retailers hire have exactly ONE interest....picking up a friggin paycheck every week or 2, so they can go buy some more crak, tattooes, and baggy pants to compliment their utterly disgusting wardrobes!

Granted apple's dress code maybe a little more upscale, but the PT's still dont give a crap about you or your needs, as long as they get that crak money every Friday.......

Close Name:Sir Harry Flashman Posts: 786 Joined: 08 Feb 2007
Subject: Part Timers

Quote
Anonymous wrote:
Quote
Terrin wrote:
Apple doesn't like full time people because it doesn't want to pay benefits.


This is in ALL retail shops, NOT just apple ! And that is the EXACT reason the customer service SUX, whether it be sales, service or checkout.....

It's because the part-timers that retailers hire have exactly ONE interest....picking up a friggin paycheck every week or 2, so they can go buy some more crak, tattooes, and baggy pants to compliment their utterly disgusting wardrobes!

Granted apple's dress code maybe a little more upscale, but the PT's still dont give a crap about you or your needs, as long as they get that crak money every Friday.......


I often chat with the staff at the local Apple Store. Many of the part timers there are college students who don't have the time to put in 40 hours of work outside of their studies.

Close Name:MDraconis Posts: 1 Joined: 30 Oct 2007
Subject: Concierge

Well. I'm about to be the first concierge on one of the retail shops. Yes. It could be Part Time.. But I assure you, some of these positions can be turned full-time. depending on your way of working. It happens, though. Oh. And I'm no Goth, or emo, or better yet. NOT LABELED! lol. But I know that as long as I work as a Concierge, You will be greeted, degreeted and helped in as much as I can help you. I promise you that.

Close Name:Guest
Subject: Concierge

I too am starting as a concierge in the next couple of days. And really looking forward to dealing with the throngs of people this Christmas... Thats a whole lot of greeting!

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