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Learn how to prioritize and deliver what your shoppers want with the latest insights.
Takeaway: Apple's "next-generation" store is a demonstration of how to provide customers with amazing in-store experiences that are consistent with digital channels and its brand as a whole. Apple knows how to succeed in the age of distributed commerce.
While it's certainly true that digital channels and the product content on those channels drive sales, physical stores still play a critical role in inspiring consumers' purchasing decisions.
"In fact, people are visiting stores throughout their purchase journey - even before making a purchase," wrote Think With Google. "Thirty-two percent of shoppers visit stores when they're first thinking about a purchase, and 33 percent actively research in stores to find out more about a potential purchase."
"33% of shoppers 'actively research' in stores before buying a product."
That's why you must optimize your brand's in-store experience and bring it into the 21st century - the age of distributed commerce - by seamlessly connecting your physical space with digital channels. Just ask Apple.
The next generation of shopping
According to AppleInsider, Apple's Retail Chief Angela Ahrendts and Chief Digital Officer Jony Ive teamed up to design a "next-generation" Apple Store. These new physical locations - in Memphis, San Francisco, Chicago and Brussels - take advantage of floor space to create an open atmosphere that's laced with fancy gadgets placed on those easily-recognizable wood tables.
On each side of the store, consumers can try out headphones, blast some tunes on speakers, and put some other accessories to the test. Meanwhile, in the middle of the shop stands a $1.5-million, 37-foot digital display. You could call it a TV, but at 37 feet tall, it's more like a small IMAX display.
Among other smaller details, the next-gen Apple Store lacks a logo, while the interior uses some fancy lighting fixtures and sports motion sensors around just about every corner.
That description kind of sounds like today's non-next-gen Apple Stores, but what's important here is that Apple has evolved its shopping experience entirely - and this next generation of stores successfully fosters a seamless series of interactions.
What's so great about Apple's "next-gen" store?
There's a valuable lesson being taught by Apple right now: Pay attention to what consumers want, and act on it to elevate your in-store shopping experiences and succeed in the era of distributed commerce.
I love starting conversations that help our customers get product content better, faster, stronger. And I have a slight obsession with the New York Times crossword.
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