‘RETAILING’ Equates To Customer Engagement

by | Feb 18, 2021 | 0 comments

4M Performance is approached with more questions from B2C companies than any other type of business. Restaurants, apparel stores, boutiques, service providers, hardware outlets, etc. Although diverse in product and market they all have one common thread: Customer Engagement

In-store Customer Engagement at Apple Stores

As we have discussed many times, to succeed in today’s business environment start-ups, small companies, and established brands must ‘engage the customerto prosper.

A perfect example is Apple. Recently, Apple launched ‘Today at Apple’, a program designed to enhance its retail outlets by ‘enriching the lives’ of their customers. Note the words ‘enriching the lives’ which is the ultimate customer engagement.

customer engagement at apple today ‘Today at Apple’ offers a slew of training sessions designed to deepen customer knowledge of Apple’s products. Currently Apple offers 60+ sessions on: music, graphic design, video, photo labs, etc. It’s all about creating experiences that resonates with consumers. Yet. the concept of ‘Today at Apple‘ can be applied to any retailer, of any size.

By developing in-store experiences, Apple is creating an alternative reason  to visit their outlets. Selling products takes a back-burner to customer engagement. However, the process inherently leverages the very products/services they are selling. Additionally, these sessions give local creatives a platform in their community – so it’s a triple win: Apple, artist, the customer.



Retailers need to create a compelling reason for customers to visit their outlets – reasons that extend beyond making a purchase. We see examples of retailers creating co-working spaces, utilizing special events to draw  crowds, and conducting educational sessions to get consumers into their stores. Sales are the goal, but creating a sense of community and becoming a destination rather than a quick-stop has far greater long-term value. 

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By Jim Lavorato

Jim Lavorato is the founder of 4M Performance which is designed to assist businesses to survive and thrive in these uncertain times. Jim launched an entertainment-related company in 1988. He was at the forefront in cinema technology and helped spearhead the movie industry's transition to digital presentation and distribution. He also co-founded the Arboreal Group, an environmental consultancy. He has published articles on the motion picture and media industries and is a contributing editor for ScreenTrade magazine and writes a blog "Cinema Mucho Gusto". He is a certified SCORE Mentor in the SCORE Greater Phoenix Chapter and lives in Scottsdale, AZ. Learn more about Jim in his "About" page.

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