In a typical store, the checkout always has the de facto “most important” area because that is where the transaction takes place. There is no “checkout.” There is no one area that is more important than any other area. There are some things that are atypical in an Apple store: You can move from exploring a product to training on a product to asking questions all within a few feet. (In some stores, there is a small theater in this section devoted to training.)Įven in multilevel stores, the idea is the same, just with areas expanded, so instead of a product display being a single section, it is a single floor.Ĭustomers can freely move from one section to another, and in each section, there are people to help answer questions. The back third is devoted to a “Genius Bar” where customers can go to troubleshoot or ask questions about things that are not working like they expect. The middle third of for training on the product you just bought. The third closest to the door is product display. If you notice, you can basically divide the store into thirds: I suppose in order to really understand the Apple Store experience and compare it to a classroom, it might be interesting to look at a typical Apple Store floor plan: It is Hope, combined with a likable touch of New American Swagger.įor a look at an Apple Store, of course there is a video: Force them to witness the combined best of the digital new with the reassuring constants of skilled, motivated employees thrilling satisfied customers.Īnd in a little while they would notice something else.Īlive in employees and customers alike, there is something present that is missing in American government, public institutions, automobile, real estate and banking industries, and other beleaguered endeavors. If I were to wish one thing, it would be to escort government, educational and business leaders from all over Wisconsin to the Apple Store for one hour and make them watch in silence. Recently, commentator John Roach in Madison Wisconsin wrote about what made the Apple Store unique and what he wished others would notice about it: That statement stuck in my mind, and I have been thinking about what is it about Apple Stores that make them places not only where people end up buying stuff, but just wanting to hang out in? What makes these places attractive enough so that people off the street will come in and want to plunk down big bucks? And what lessons can we take away from these places and use them in our classrooms? When I spoke with Ryan Bretag at TCEA 2011 about learning spaces, he made a comment that he took administrators to an Apple Store and to coffee shops to see how people interact with their environments when it comes to learning outside of the classroom.
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