First Impression at Apple Market Mall and Speed Bit Inc.
After entering the store of Apple Market mall, there was a positive first impression that helped in developing a relationship. Once the customer enters the Apple Market mall, it may seem a bit an unsettling for the first time they may not find any clear recognisable product or familiar layout of the store. There is a wide area of parking lawn below the store, through which customers visiting the store will not have any problem in visiting the stores. However, the store coordinator who are always properly dressed up with proper manners to help the customer. While entering the store it was the first impression that set out the tone for the complete consumer experience.
On the contrary, while entering the Sped bit Inc. customers were completely messed up, as there was no specified parking lawn, no product banned no familiar service that may scream at the customer. It is a deliberate layout of a local marketplace that has been designed to let you walk around and allow the individuals to listen to the conversation. Products in the store are scattered inside the store where people are floating around the areas that pick the interest. However, it in Apple market mall it is the design of the store and behaviour of the store supervisor that generated the accidental discovery and good experience that grows upon the customers.
The first impression delivered by Apple market Mall
The greeting after entering the mall store was a simple step that impressed the customers. It was their foremost opportunity to create a positive impact on the consumer. Considering the two electronics store service:
Apple market mall
Internal sales coordinator: Hi, this is Mandy, thank you for visiting our store. How can I you madam/sir?
Customer: “I need to buy the latest Apple phone trending in the market.”
Internal sales coordinator: Great, I will be happy to help with the latest phone. Sir/ madam please be seated… can you please tell me something about phone features preferences…?
Customer: “I would like to check on the phone with updated technology and unique voice calling facility…”
Speed Bit Inc.
Inside Sales coordinator: “Hi, how can I help you?”
Customer: “I am searching for the latest Apple phone with latest features. Can you find me the appropriate phone?”
Internal sales coordinator: “Sure sire/ madam. Just wait a minute I will just check”
After waiting for 5 minutes:
Personalized Interaction with Coordinators
Internal sales coordinator: “Sorry sir we have limited colours for the phones. If you are happy with this colure we have, I can show you the features of the phone”
Customer: “Okay, I do not have much problem with colours”
The differences about the first impression in both the stores may be little but they are quite significant. The personalised behaviour of the store coordinator in the first store takes almost no extra time, but it has a capability to leave a potential impact on the customer. The use of the greeting and smile has made a difference that has set them apart from the competition by making it significant for the customer’s knowing that they have come to the right place (Gallino & Moreno, 2014). The tone and behaviour of the second store seemed demotivating that may distract the customers.
In today’s competitive retail business store, Apple market mall has tried to use the experience of the customer as a competitive advantage over their customers in Calgary. In this context, it can be said that the store managers of Apple market mall completely understand the needs and expectations of the customers. It is the interaction and behaviour the impressed the customer on visiting the Apple market mall for the first time (Pantano & Gandini, 2017).
However, after visiting the second store, the customers did not seem to be satisfied with the demotivating behaviour. Specifically when the coordinator said that they lack colours. It was a delightful experience for the customers, to have one-on-time with the product and full attention given by Apple store employees, who was there to help the customer only. As stated by Cao & Li, (2015), it helped to create a level of personal connection with the product and the store. However, none of the stores asked for a business care or the name of the customer initially after visiting the store. After purchasing the product, Apple Market mall employees asked for the name of the customer for the transaction, but speed bit Inc. asked for none of it as they are locally set up business.
The other elements of good customer service that were observed in the store were when the customer was waiting, the employees present there immediately acknowledged the customer to make them feel welcomed to the store. Apart from these, it was the appearance of the sales coordinator that attracted the customer most, shirts of the employee were properly tucked in, employees were wearing appropriate uniform and the entire dressing and store was clean, that was attractive (Ramanathan, Subramanian & Parrott, 2017). Employees greeting with a smile on the face showed that they happy and ready to help the customer. Eye contacts were another major indication of acknowledgement, connection with the customer that they made (Bell, Gallino & Moreno, 2014). All the employees present there in the store has a well-trained posture and body language that helped to leave a long lasting impression on the customers.
Your Mood is Affected by Store Atmosphere
According to Mah et al., (2017), research on the customer selling and expectation shows that the atmosphere of the store leaves a differentiating impression on the decision making of the customers. In this context, the store atmosphere, mood and purchasing attitude reported that customer’s rate of developments is differently based on the atmosphere. The study compared two electronic retail stores where one had a pleasant atmosphere and the other had an unpleasant atmosphere. Therefore, while measuring the mood of the customer in both the stores it has been found that during the end of the shopping pleasant atmosphere was deteriorating into a less pleasant store (Hracs & Jakob, 2015). These are because the store was becoming crowded that influenced the mood of the customers. The store lacked the elimination of cutter around the cash registering area that was problematic for the customers.
The overall impression that the customers had was a learning experience from the mobile phone and gadgets products. A complete interesting experience runs in Apple market mall where they schedule 30 to 60-minute sessions about the product before buying the product and learning labour its use (imore.com, 2018). However, starting with the basic aspects, they offer live expertise with the products and their advanced features, such as professional video editing, advanced photography with an iPhone to impress the customers. This, session before buying the product served as the way to generate engagement and the way to get the customers into the store in an innovative way. Signing up customers, in iPhone store and products provide the customers with a way to discover the related products in these process. Communication and other service criteria within the Market mall were in an addition to exciting services that allows educating the customers and kids present around the crowd (Hracs & Jakob, 2015).
In all, this was a wholesome experience for me; I will be looking forward to hanging around the store some more time. Considering the experience, I will be recommending others too including my friends and peers to visit the store and learn about the process.
Customer service
It is necessary for the store, to manage the customer service issues, attempting by handling them by communicating with them by offering them dedicated customer service. They are required to manage the customer cash registering area by focusing more on the ambience of the store (Faulds et al., 2018).
Quality of service
Improvement of Customer Service Issues
They are required to focus on the drive to improve quality and consistency of the service by addressing the challenges faced by the customer specifically those who belong to the young customer base (Verhoef et al., 2017). In this context, it is necessary for them to improve the internal quality of service, for approaching a standard working environment by delivery fine service in comparison to the competitors.
Teaching and selling
It is often found that time prospects calls on the store and sends the email requesting the employees to provide the information and price quotations for the products. This process is typical for the retail electronics industry, but most of the industry is quite impressive with the initial conversation (Khodakarami & Chan, 2014). In this context, I realised that the prospect of the company did not have enough teaching and selling strategy at the end. Therefore, while teaching about the products they need to ensure that the entire customer has effectively learned about the features of the products. They should therefore, focus teaching and selling strategy to impress the customers (Cuellar, Eyler & Fanti, 2015).
G. Conclusion and summary
Therefore, from the above report, it is evident, the both Apple market Mall and speed bit Inc is located in Calgary. Both the stores are local electronic stores that sell mobile phones, and other related electronic and mobile phone accessories. In this, Apple market mall is a wholly owned subsidiary that sells Apple product in the country, which has been operating since a long-term period offering the best service, and quality products with exciting customer experience. On the speed bit, Inc is a local store that sales electronic products for a long period. After entering, the stores, the store coordinators helped to enlighten the customers on the queries and doubts by creating a comfortable atmosphere for them.
It has been seen from the study, it is the greeting behaviour of the coordinator and them orderly behaviour that impressed the customers most apart from the crowded and clutters around the cash registering area. Speed bit lacked proper communication. However, the most attractive thing that influenced me the most after visiting the stores, is that the way all the store coordinator takes responsibility of each of the customer to persuade them in buying the product even in a crowded floor of the store. Despite the upbeat pop music playing in the store, they manage to deal with all the customers patiently.
Reference list
Bell, D. R., Gallino, S., & Moreno, A. (2014). How to win in an omnichannel world. MIT Sloan Management Review, 56(1), 45.
Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers’ sales growth. Journal of Retailing, 91(2), 198-216.
Cuellar, S. S., Eyler, R. C., & Fanti, R. (2015). Experiential marketing and long-term sales. Journal of Travel & Tourism Marketing, 32(5), 534-553.
Faulds, D. J., Mangold, W. G., Raju, P. S., & Valsalan, S. (2018). The mobile shopping revolution: Redefining the consumer decision process. Business Horizons, 61(2), 323-338.
Gallino, S., & Moreno, A. (2014). Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Science, 60(6), 1434-1451.
Hracs, B. J., & Jakob, D. (2015). Selling the stage: exploring the spatial and temporal dimensions of interactive cultural experiences. In Spatial Dynamics in the Experience Economy(pp. 83-99). Routledge.
imore.com (2018). The Apple Store experience, good and bad. Retrieved from https://www.imore.com/good-and-bad-apple-store-experience
Khodakarami, F., & Chan, Y. E. (2014). Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management, 51(1), 27-42.
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Pantano, E., & Gandini, A. (2017). Exploring the forms of sociality mediated by innovative technologies in retail settings. Computers in Human Behavior, 77, 367-373.
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management, 37(1), 105-123.
Verhoef, P. C., Stephen, A. T., Kannan, P. K., Luo, X., Abhishek, V., Andrews, M., … & Hu, M. M. (2017). Consumer connectivity in a complex, technology-enabled, and mobile-oriented world with smart products. Journal of Interactive Marketing, 40, 1-8.
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