The Value of Knowing Your Customer

For many years, retailers have taken steps to reduce labor costs, which is logical as labor is generally their single largest controllable expense. But too often this focus has cut to the bone, leaving stores with minimal help for stocking shelves or customer service. In addition, many of the employees have no knowledge — or interest — in the products being sold. Much has been said about the success of the Apple Store model, and there have been many attempts to copy it. But the success of the Apple Store isn't about the glass and wood and stainless steel, it's the fact that the people Apple employs are passionate about Apple products and bring in-depth knowledge that they share with consumers. That's what other retailers should be copying.