Explaining the success of Apple Stores

Not content with its place as an uber successful computer manufacturer, Apple has also become one of the world's leading bricks and mortar retailers.

According to Guy Kawasaki the success of the Apple Store concept, now the most profitable retail chain in the US, offers a number of lessons for other retail brands to consider.

A few of these tips, in summary, include:

Build experiences – rather than being focused on "selling stuff", Apple Store staff are encouraged to enrich lives by spending as much time with the customer as possible

Embrace diversity – it's claimed Apple hires staff members who reflect the diversity of its customers; these include former teachers, engineers and artists

Empower employees – staff are not pressured to make sales but instead are encouraged to "do what they believe is the right thing to do" when dealing with customers

Appeal to the "buying brain" – rather than cluttering stores with a lot of product, Apple Stores are open spaces which allow shoppers to better consume information and sensory experiences

The full list of tips can be found at this Futurelab post.