Ask a retail expert to highlight an example of best practice and Apple stores are never far from the top of the list.
That was certainly the case at the ITT conference in Malta, where a string of speakers referenced the technology giant’s approach when discussing the future of the high street.
Tui’s Johan Lundgren reiterated his company’s commitment to retail, but said stores needed to “embrace all technologies”.
John Straw, Thomas Cook’s head of digital, talked not just of iPads in shops but of introducing headsets to allow potential customers to virtually experience destinations and resorts. And Will Shuckburgh from Nectar spoke about “show-rooming” – where customers test and sample but don’t necessarily buy on the spot.
Focusing on the growing importance of technology in the retail experience is perfectly sensible, of course, but it was also encouraging to hear the speakers acknowledge that it wasn’t the be-all and end-all.
As another speaker, Mary Portas, noted, the real standout element in Apple’s approach wasn’t necessarily the product or the shop design, but the company’s rigorous recruitment process to ensure staff at its Genius Bars were enthused and engaged.
Travel retailers are right to look outside the industry for inspiration, but it would be foolhardy to see tech enhancements as a panacea if they aren’t complemented by the recruitment and retention of the very best people.
By appointing a new retail director, Apple has acknowledged even its much-lauded stores have room for improvement.
But I strongly suspect that expert staff will continue to be central to whatever direction it chooses to take next.