Apple Inc. (NASDAQ:AAPL)’s Retail And Online Sales Initiative “Customer At The Center” Is Being Improved Continuously
In April, Angela Ahrendts completed her first full year working for Apple Inc. (NASDAQ:AAPL) as the retail chief. Under Angela, Apple is focusing more on promoting online sales, and Customer at the Center is the rally call. For most sales employees, Ahrendts is a nice boss and many positive developments have been noted.
Ahrendts joined Apple to lead retail and online sales as senior VP. For obvious reasons, Ahrendts’ position is a hot seat.
When Ahrendts came to head Apple Inc. (NASDAQ:AAPL)’s retail and online sales division, she inherited a ltricky organization. She came in when John Browett, the former retail boss, had already ruffled feathers in the division with freeze on new hires and work hours cutback.
As such, Ahrendts had two immediate issues to deal with – win back the disturbed retail employees and figure out how to sell Apple Watch, a new product category.
Recently, Apple insiders offered their assessment of Ahrendts has the retail head.
Customer at the Center
It is emerging that Ahrendts is actively pushing for more online sales at Apple Inc. (NASDAQ:AAPL). It can be recalled that Apple encouraged people to place online orders for the Apple Watch and there are plans to do more in the future. Essentially, Ahrendts wants retail staff to remind customers that they can have a satisfying online purchase experience through Apple Store app. That is what insiders call “Customer at the Center” strategy, and it will continue to be improved.
Weekly video memo
Apple Inc. (NASDAQ:AAPL)’s retail employees like Ahrendts. Particularly, they like her weekly video tips to retail staffers that inform and encourage them about what they are doing. To some employees, Ahrendts can be compared to Apple’s former retail chief Ron Johnson, who played a key role in coming up with Apple Store concept. Johnson left Apple for J C Penney Company Inc (NYSE:JCP) where he also lost his jobs after a failed turnaround of the retail giant.
Ahrendts driving more sales internships
Among other areas that Ahrendts is driving change in the sales organization is to increase in the number of sales employees that come to Cupertino. For a long time Apple Inc. (NASDAQ:AAPL) has had a strategy where sales workers come to work with the corporate team to contribute to some projects. That is done with the thought that sales employees are in constant contact with customers and are better placed to communicate their desires. Since Ahrendts came in, the number of sales employees getting internship at Apple’s headquarters has increased.
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