Apple is reopening more than 25 retail stores in the U.S., though some will only offer curbside “Genius” support services or in-store pick-up options…All stores appear to be operating at reduced hours, though the services available vary depending on location… This fits with Apple’s strategy for opening doors again, outlined in a letter by Apple SVP of People and Retail Deirdre O’Brien, which stressed that decisions are made on a location-by-location basis and could change depending on the situation in the local community. (Fierce Wireless, May 18)
Tarun Pathak's key takeaways:
- Apple’s approach to store re-openings includes looking “…at every available piece of data — including local cases, near and long‑term trends, and guidance from national and local health officials…” and does not preclude possibility of re-closing should local conditions warrant.
- The requisite face masks, limited occupancy, and temperature checks combined with store ‘deep cleanings’ and enhanced customer needs fulfilment (curb-side pickup/drop off and home delivery) further bolsters Apple’s customer service oriented retail experience.
- Customers have been shaken, but an assured post-COVID offline experience coupled with Apple’s strong online presence will do much to restore consumer confidence, at least for Apple.