Opening of an Apple store…

by Colin Kelly Media Blog

6.15am my alarm went off and for a few minutes I lay there wondering if I should actually do it.

What was I thinking? After a long week at work, with its 3am rises, did I really want to join the hordes at Braehead for the official opening of the latest Apple store?

It was mainly curiosity that was driving me. I wondered what it would be like. And although there was a particular product I wanted to buy, I wasn’t in any rush for it. I knew I could walk into the shopping centre any evening and pick it up when the place was nice and quiet.

But throughout my life, I’ve found curiosity a powerful force and it was strong enough this morning to pull me to my feet and into my clothes.

By 6.45am I was parking at the shopping centre, wondering where everyone was.

I knew there wouldn’t be the same level of interest in this Apple store as there had been when their first Scottish outlet opened in Glasgow. I figured the die hard fans would have
been well catered for by now and this opening wasn’t tied to the launch of any
exciting new product.

But I still didn’t expect to be 7th in the line.

In fact, had I really wanted, I could have been 3rd. But I decided to play it cool for a bit and wandered around the deserted car park for a few minutes before taking my place.

The guy right at the front looked like the 16 year old version of me but with slightly more prominent teeth. Beside him was a Dave Grohl look alike, then a bloke I don’t remember anything about, then a girl who’d come with a tall bloke, then a guy who seemed the same sort of person as me, then me.

No-one said much to each other although I overheard a couple of tales being exchanged about “what happened when they opened in Buchanan Street” and “I wonder if they’ll have the iPhone 5 on display”.

I noticed that we’d all automatically decided to stand the same distance apart, which I thought was somewhat freaky.

We were kept outside the shopping centre until 7.45am. At which point there was maybe 20 people in the queue and we were asked to stay in our order as a security guard led us into the centre, down the stairs and into position outside the Apple store where we were filed into lines just like they have at Disney World.

The store was bright and a hive of activity with hordes of staff in blue t-shirts scurrying around getting things organised. At this point there was more staff than there were customers waiting.

And then the fun started.

I’ve heard about various methods used by big shops to keep their staff motivated. Songs, dances, incentives. I’d even experienced some of it in a previous job. (Free pizza Friday, weekends away, nights out, songs, dances), I usually enjoyed this and there’s no doubt it works.

But the Apple crew take it to the extreme. Especially at the opening of a new store.

So the manager gathered her team together and gave a speech which was punctuated by much whooping, cheering and clapping. At the far end of the store a band was tuning up, with a piper and within moments the staff were ceilidh dancing.

They did a full round of the Gay Gordon’s and by this point the numbers waiting in line had grown to over a hundred.

Fellow mega-brand Starbucks spotted the opportunity and sent members of its staff along the line handing out free drinks. Very clever. What was the other logo in my mind (and in this blog) besides the white one with the bite out it? That’s right, the green one on that paper cup containing my free Caramel Latte.

The manager of one of the food court outlets tried to get in on the act too racing down the line handing out “20 percent off breakfast” coupons. I put that into my back pocket and then the bin when I got home.

Sometimes, a good idea is only a good idea once.  Although I might have felt
different if I’d been hungry.

Then the cheering started again. I couldn’t hear exactly what was being said but it seemed the Apple store manager and various team leaders were thanking and paying tribute to their colleagues. I’m guessing there were a couple of people from higher up the corporate ladder who perhaps said a few words too.

Then, with about 20 minutes until the opening, every single member of staff who up until that point had stood with their back to the queue of customers, turned round and started applauding us. Then they cheered us and whooped some more. Having 200 people in uniform looking right at you with such enthusiasm is quite an experience.

Because of the job I do I spend a lot of time these days thinking about the recession and “retail woe”. But as I watched all this hype and excitement I did feel some hope.

Then, the entire team came out, walked the length of the line of customers and “high fived” every single one of us.

Then they came back, mingling around and chatting to us asking how far we’d travelled and how long we’d been waiting. By this point I’m sure every single person who was waiting felt pretty special.

The staff lined up on opposite sides of the entrance creating a “tunnel” and after a 10 second countdown the doors slid open at exactly 9am and we were allowed through, in order, with every member of staff “high fiving” us and cheering as we passed.

Now we were able to wander round, get help with what we wanted to buy and basically browse the shop the way we would normally.

The cheering and whooping continued. A “one out one in” policy was in operation (mainly due to the large number of staff in the store) and more than an hour after opening the tunnel of staff was still there high fiving and cheering every new entrant.

Apple is a unique company. The most profitable in the world and it has considerable advantages over everyone else. It would be foolish for other companies to think they can “be like” Apple. But there are clear lessons to learn from them in terms of going the extra mile and making people feel valued.

Loads of businesses have great people and sell great products.

But how many really make you feel it when you walk through the doors?

There are another two I have direct experience of.

And I’ll explain who they are and what makes them special in my next post.

If you can think of any right now please add them in “comments”.  Thanks for reading.

UPDATE: For another take on this Apple store opening (and much better pictures!) visit this blog..