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Tom Wentworth is the Chief Marketing Office at Acquia, where he is responsible for global marketing strategy and execution. Whether you’re an Android or iOS user, we’ve all probably made our way into an Apple store at some point. Unlike big-box retailers who couldn’t care less about which products you buy (as long as you buy something), Apple controls its brand message and experience within its stores. Apple has largely been successful in creating an in-store shopping experience that’s as simple, dynamic, and stress-free as a visit to its online store.
That got us thinking: what tactics did Apple implement in some of its physical stores that every retailer and brand can adopt? Each Apple store has hundreds of gadgets in it, but as soon as you walk in, you can easily spot what you’re looking for. All gadgets are functional, turned on, fully charged and demos loaded on the devices deliver great content. Online shopping should be the same way, with information easy to find, video demos to offer visual explanations, and even additional ideas for shoppers, like accessories to buy along with their main purchase. When customers leave your site to find information about your products elsewhere, you’re essentially losing control over your story or narrative — the story of your brand and your products is being told by others, frequently other consumers through a variety of different social channels.
Any Apple store employee can help a customer complete their transaction via their mobile point-of-sale (POS) device from anywhere on the floor.
Despite well-intentioned methods to streamline the online retail experience, it can still be strenuous and overly complicated. While they may not speak about (or even remember) how simple the process is, they will remember how you tried to upsell and scam them out of a few extra bucks at checkout. The Apple store isn’t the typical retail dichotomy where the customer is on the floor and the employees sit behind checkout stands. The community even extends to other customers shopping in the store with you; how many times have you engaged in conversation about a product with other customers trying out the latest gadgets? Apple stores are well-maintained, clean, easy to navigate, and the products are clearly labeled. The visual experience of your website should represent your brand, a process that can be tricky within the confines of a pure commerce experience, but one that can help you take back your brand. At an Apple store, you can set up and activate your phone with various carriers, like Verizon or AT&T.
Online retailers should enable visitors to engage with the site in a dynamic way, ultimately encouraging them to spend more time with the brand by reading product reviews, engaging with fan communities, or unlocking premium content and deals. Tom Wentworth, Acquia's Chief Marketing Officer, who is responsible for global marketing strategy and execution. Intuit Websites powered by Homestead has transitioned over to Homestead Technologies, Inc., which provides small businesses a platform to build a business website or create an online store.

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A blog is a great way to drive more traffic to your website and keep your visitors engaged. Keep site visitors or organization members up to date with an integrated calendar on your website. As the web becomes more visual, it's key to be able to store HQ videos for viewing on your site. Host documents like forms and PDFs on your website so you can share links quickly and easily. With a powerful free website builder and professional website templates, Webs can help you easily create the website youa€™ve always wanted to promote your small business, sell something online, or simply showcase your creativity. After pushing past the suspiciously friendly blue-shirted door greeters, the in-store experience is actually quite pleasant.
The result is a unique brand engagement that’s a win for both the Apple name and the consumer.
While brick-and-mortar retailers are seemingly shutting their doors left and right, Apple stores seem to keep popping up around the world. You know where to go to play with the new iPad Mini, read the product specs and test it out.
Everything you want to know about a product is clearly labeled, and if shoppers are in need of even more content, an Apple store employee is waiting only a few steps away to give them a full download, sometimes quite literally. We call it “content for commerce” — customers should be able to easily find the content they need — whether product use information, reviews, specs, or a myriad of other informational aspects — on your site. Your site should be a one-stop-shop for everything, from purchasing the products themselves to anything your customers could ever want to know about them. When contemplating buying the new iPhone, a customer in an Apple store doesn’t walk over to Best Buy for their take.

Consumers don’t want your last-minute add-ons and no, they don’t want to pay $4,000 for guaranteed next-day shipping. From the Genius Bar to the slew of blue-shirted employees available on the retail floor, the experience is that of a community. The online retail experience should hold the same community elements; help should only be a click away, expert forums should be readily available, and both your insights as the brand and customer reviews should be easily found.
The online experience should mirror this simplicity; no banner ads or pop-up windows, just a clean, slick interface that puts the products front and center.
By looping in external vendors, Apple even enables consumers to get their MacBook diagnosed and fixed, giving you the opportunity to just talk shop with anyone working the floor. Because of this, online retailers have a great opportunity to blend content, community and commerce to deliver a seamless digital shopping experience, one that inspires loyalty and keeps consumers coming back. He has spent most of his 18 year career in the web content management space, most recently at Ektron, where he served as Chief Marketing Officer. It has since changed locations and grown into a popular Orange County shopping destination offering inexpensive quality merchandise such as clothing for men, women and children, a varied selection of furniture, books and toys, as well as a wide assortment of household items.
All donations are tax deductible and are gratefully accepted until 30 minutes before closing Tuesday-Saturday. Add social media icons, display a Facebook like box, share your Twitter feed on your website, and more to drive traffic to your social profiles and build your brand with every click. Our mobile website builder ensures that your visitors have a great experience no matter how they visit your site by creating a mobile-optimized version that automatically syncs with your desktop site as you make changes.
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Find out where your traffic comes from, how visitors behave on your site, what sites and campaigns refer the most traffic, and more. It’s a far cry from what you’d expect from a massive consumer goods retailer; people actually seem to be enjoying themselves in the stores and are eager to come back. But, did you know those samples can be stored and police can request them to cross-reference them with investigations? Whether you sell vintage t-shirts or handmade soap, it's easy to set up shop, add photos, and start taking payments in just minutes. Goodnow says Idaho Police wanted to solve a cold case from the 1990a€™s.a€?They were able to target a family,a€? says Goodnow.

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