{"id":5526,"date":"2021-10-26T15:16:01","date_gmt":"2021-10-26T20:16:01","guid":{"rendered":"http:\/\/blog.bindy.com\/?p=5526"},"modified":"2024-11-28T16:08:25","modified_gmt":"2024-11-28T21:08:25","slug":"7-saker-som-aterforsaljare-kan-lara-sig-av-apple","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/sv\/7-things-retailers-can-learn-from-apple\/","title":{"rendered":"7 saker som \u00e5terf\u00f6rs\u00e4ljare kan l\u00e4ra sig av Apple"},"content":{"rendered":"

F\u00f6r att v\u00e4xa som f\u00f6retag m\u00e5ste du l\u00e4ra av de b\u00e4sta i branschen. Och n\u00e4r det kommer till detaljhandeln blir det inte mycket b\u00e4ttre \u00e4n Apple.<\/p>\n\n\n\n

N\u00e4r Apple sl\u00e4ppt sina ekonomiska resultat <\/a><\/u>f\u00f6r det fj\u00e4rde kvartalet f\u00f6r r\u00e4kenskaps\u00e5ret 2018 visade det sig att det var en kvartalsint\u00e4kt p\u00e5 $62,9 miljarder, en \u00f6kning med 20 procent fr\u00e5n kvartalet f\u00f6reg\u00e5ende \u00e5r, med tj\u00e4nsteint\u00e4kter som n\u00e5dde en rekordniv\u00e5 p\u00e5 $10 miljarder.<\/p>\n\n\n\n

Enligt Marknadsf\u00f6ringsdiagram<\/a>, Apple f\u00f6rblir den fr\u00e4msta \u00e5terf\u00f6rs\u00e4ljaren i kategorin f\u00f6rs\u00e4ljning per kvadratfot och tj\u00e4nar $5 546 per kvadratfot butiksyta, vilket g\u00f6r den mer \u00e4n tre g\u00e5nger mer l\u00f6nsam p\u00e5 detta s\u00e4tt \u00e4n den ledande kl\u00e4d\u00e5terf\u00f6rs\u00e4ljaren, Lululemon Athletica, p\u00e5 $1,560 per kvadratfot.<\/p>\n\n\n\n

Bortsett fr\u00e5n siffrorna \u00e4r det ocks\u00e5 "Apple"-attraktionen som \u00e5terf\u00f6rs\u00e4ljare b\u00f6r studera och efterlikna. M\u00e4nniskor campar f\u00f6r sina nya produktlanseringar, deras butiker \u00e4r st\u00e4ndigt fyllda och de har ett gott rykte bland kunder och anst\u00e4llda.<\/p>\n\n\n\n

Vad kr\u00e4vs f\u00f6r att n\u00e5 framg\u00e5ng och f\u00e5 en veritabel kultf\u00f6ljare? Det visar sig att \u00e4ven mindre \u00e5terf\u00f6rs\u00e4ljare kan g\u00f6ra stora framsteg genom att ta dessa ledtr\u00e5dar fr\u00e5n Apple.<\/p>\n\n\n\n

Anst\u00e4ll varum\u00e4rkesambassad\u00f6rer<\/h2>\n\n\n\n

Varje \u00e5terf\u00f6rs\u00e4ljare vet att din butiks framg\u00e5ng till stor del beror p\u00e5 medlemmarna i ditt team, varf\u00f6r det \u00e4r viktigt att anst\u00e4lla medarbetare som k\u00f6per in sig i din aff\u00e4rskultur. Forskning st\u00f6djer det<\/a><\/u> i att n\u00e4stan h\u00e4lften av en anst\u00e4llds framg\u00e5ng under de f\u00f6rsta 18 m\u00e5naderna p\u00e5 jobbet beror p\u00e5 hur de passar ihop med andra i f\u00f6retaget.<\/p>\n\n\n\n

N\u00e4r det g\u00e4ller Apple kontrolleras och utbildas all personal med en hel del granskning innan de ens interagerar med en kund. Enligt Jay Elliot, f\u00f6rfattare till tv\u00e5 b\u00f6cker<\/a><\/u> om Apple, "du m\u00e5ste vara helt gift med kulturen (p\u00e5 Apple). Du m\u00e5ste \u00e4lska produkten och vad den \u00e4r. De (anst\u00e4llda) \u00e4lskar produkten.\u201d<\/p>\n\n\n\n

\u00c4lskar din personal de produkter du s\u00e4ljer? Bryr de sig om ditt varum\u00e4rke och f\u00f6retagets framtida framg\u00e5ng? Anst\u00e4llda som tror p\u00e5 ditt budskap \u00e4r mer ben\u00e4gna att fokusera p\u00e5 sitt arbete och \u00e4r mindre ben\u00e4gna att l\u00e4mna f\u00f6retaget, s\u00e5 det blir mindre oms\u00e4ttning.<\/p>\n\n\n\n

Skilj dig fr\u00e5n dina konkurrenter genom att inkludera ditt f\u00f6retags v\u00e4rderingar och kultur i arbetsbeskrivningen s\u00e5 att du kan attrahera r\u00e4tt sorts talang.<\/p>\n\n\n\n

S\u00e4lj p\u00e5 APPLE s\u00e4tt<\/h2>\n\n\n\n

Om du undrar vad som kr\u00e4vs f\u00f6r att vara ett Apple Genius, \u00e4r det mycket mer komplicerat \u00e4n du kanske tror. \u00c5terigen, det \u00e4r s\u00e5 enkelt som APPLE - bokstavligen. F\u00f6r n\u00e5gra \u00e5r sedan Gizmodo l\u00e4ckte<\/a><\/u> Apples Genius Training Student Workbook och avsl\u00f6jade att allt \u2013 fr\u00e5n ord som de inte f\u00e5r anv\u00e4nda till hur man utnyttjar kundernas k\u00e4nslor \u2013 \u00e4r skrivet och planerat fr\u00e5n b\u00f6rjan till slut. Specifikt:<\/p>\n\n\n\n

A \u2013 N\u00e4rma dig kunder med ett personligt, varmt v\u00e4lkomnande.<\/p>\n\n\n\n

P \u2013 Unders\u00f6k artigt f\u00f6r att f\u00f6rst\u00e5 alla kundens behov.<\/p>\n\n\n\n

P \u2013 Presentera en l\u00f6sning f\u00f6r kunden att ta hem idag.<\/p>\n\n\n\n

L \u2013 Lyssna efter och l\u00f6s eventuella problem eller bekymmer.<\/p>\n\n\n\n

E \u2013 Avsluta med ett varmt farv\u00e4l och en inbjudan att \u00e5terv\u00e4nda.<\/p>\n\n\n\n

Som \u00e5terf\u00f6rs\u00e4ljare, ta dig tid att komma p\u00e5 en liknande f\u00f6rkortning eller \u00e5tminstone ett dokument f\u00f6r ditt f\u00f6retag som beskriver din s\u00e4ljstrategi. Detta kommer att ge personalen n\u00e5got att referera till n\u00e4r de hanterar alla olika typer av kunder, vilket ger dem en konsekvent och varum\u00e4rkesupplevelse.<\/p>\n\n\n\n

Sedan n\u00e4r du v\u00e4l har etablerat den processen, genomf\u00f6ra butiksrevisioner regelbundet<\/a><\/u> f\u00f6r att s\u00e4kerst\u00e4lla att ditt team f\u00f6ljer den varum\u00e4rkesupplevelse du vill skapa.<\/p>\n\n\n\n

\"shutterstock_304105157\"
Fotokredit: Shutterstock<\/figcaption><\/figure>\n\n\n\n

Bjud in kunder att testa produkter<\/h2>\n\n\n\n

N\u00e4r du g\u00e5r in i en Apple Store kommer kloka kunder att notera att alla b\u00e4rbara dators sk\u00e4rmar \u00e4r placerade strax \u00f6ver 90 grader. Metoden till denna galenskap \u00e4r att den h\u00e4r positionen inte bara l\u00e5ter dig se sk\u00e4rmen, utan den inbjuder dig ocks\u00e5 att anv\u00e4nda den. Dessutom har alla produkter i butiken tillg\u00e5ng till internet, vilket inneb\u00e4r att kunderna kan anv\u00e4nda vad de vill, men de vill anv\u00e4nda det \u2013 och h\u00e4r \u00e4r varf\u00f6r.<\/p>\n\n\n\n

Forskare<\/a><\/u> uppt\u00e4ckte att ju mer du r\u00f6r en produkt, desto mer v\u00e4rde tillskriver du den i ditt sinne. S\u00e5 n\u00e4r kunder fritt kan anv\u00e4nda produkterna, \u00f6kar det deras k\u00e4nsla av \u00e4gande och tvingar dem att g\u00f6ra k\u00f6pet.<\/p>\n\n\n\n

\u00c4ven om du inte s\u00e4ljer interaktiv elektronik kan du fortfarande uppmuntra kunder att interagera med dina produkter genom att tillhandah\u00e5lla tillr\u00e4ckligt med utrymme, s\u00e4tta upp skyltar och till och med visa dem sj\u00e4lv. Po\u00e4ngen \u00e4r att f\u00e5nga deras uppm\u00e4rksamhet och bjuda in dem att ta \u00e4gander\u00e4tten till varorna \u2013 och f\u00f6rhoppningsvis ta hem den.<\/p>\n\n\n\n

Fokusera p\u00e5 en enkel butikslayout<\/h2>\n\n\n\n

En annan sak med Apple-butiker \u00e4r att de \u00e4r enkla \u2013 rymliga, v\u00e4l upplysta och minimalistiska. Apples f\u00f6nster ger shoppare en tydlig bild av produkterna som visas i butiken, s\u00e5 att m\u00e4nniskor som g\u00e5r f\u00f6rbi kan se n\u00e4stan allt, och det uppmanar dem att komma in och handla.<\/p>\n\n\n\n

Oavsett om det \u00e4r en byggnad, en tryckt annons eller en webbplats, studier har visat<\/a><\/u> att visuellt enkla m\u00f6nster \u00e4r mer effektiva \u00e4n visuellt komplexa m\u00f6nster. Om en butik \u00e4r belamrad med skyltar, displayer och varor kan kunderna inte bearbeta och lagra information lika enkelt, vilket g\u00f6r dem mindre ben\u00e4gna att vidta positiva \u00e5tg\u00e4rder.<\/p>\n\n\n\n

Ta reda p\u00e5 Apple och h\u00e5ll din butik ren, v\u00e4l upplyst och stilren. Se till att dina produktdisplayer inte hindrar sikten fr\u00e5n utsidan och h\u00e5ll en \u00f6ppen v\u00e4g mellan produkterna och kundens v\u00e4g.<\/p>\n\n\n\n

\"Sluta<\/a><\/figure>\n\n\n\n

Fokus p\u00e5 att skapa v\u00e4rde och upplevelser<\/h2>\n\n\n\n

Hos Apple handlar det inte om att bara s\u00e4lja en produkt. Det handlar om att berika shoppares liv p\u00e5 n\u00e5got s\u00e4tt. Enligt tidigare Apple SVP f\u00f6r Retail Ron Johnson<\/a><\/u> N\u00e4r vi pratar med Harvard Business Review \u00e4r det som g\u00f6r att Apple sticker ut fr\u00e5n m\u00e4ngden till stor del hur de behandlar kunden:<\/p>\n\n\n\n

\n

"En butik m\u00e5ste vara mycket mer \u00e4n en plats att k\u00f6pa varor p\u00e5. Det m\u00e5ste hj\u00e4lpa m\u00e4nniskor att berika sina liv. Om butiken bara uppfyller ett specifikt produktbehov, skapar den inte nya typer av v\u00e4rde f\u00f6r konsumenten. Det \u00e4r transaktioner. Vilken webbplats som helst kan g\u00f6ra det. Men om en butik kan hj\u00e4lpa shoppare att hitta kl\u00e4der som f\u00e5r dem att m\u00e5 b\u00e4ttre om sig sj\u00e4lva, till exempel, eller introducera dem till en ny enhet som kan f\u00f6r\u00e4ndra s\u00e4ttet de kommunicerar p\u00e5, tillf\u00f6r butiken merv\u00e4rde ut\u00f6ver att bara tillhandah\u00e5lla varor. De butiker som kan g\u00f6ra det kommer att ta t\u00e4ten.<\/p>\n\n\n\n

F\u00f6r de flesta butiker kommer en \u00f6verg\u00e5ng fr\u00e5n ett transaktionst\u00e4nk \u2013 \u201dhur s\u00e4ljer vi fler saker?\u201d till ett v\u00e4rdeskapande t\u00e4nkes\u00e4tt kr\u00e4va en fullst\u00e4ndig \u00f6versyn.<\/p>\n<\/blockquote>\n\n\n\n

Apple Store-medarbetare har inte provision och de f\u00f6rs\u00f6ker inte s\u00e4lja n\u00e5got till dig. De har ett jobb: att hj\u00e4lpa dig hitta den produkt som \u00e4r r\u00e4tt f\u00f6r dig, \u00e4ven om det inte \u00e4r en Apple-produkt. Alla dessa saker skapar v\u00e4rde bortom transaktionen.\u201d<\/p>\n\n\n\n

Det \u00e4r skillnaden mellan kundservice och kundupplevelse - den ena \u00e4r proaktiv, medan den andra \u00e4r reaktiv. Enligt entrepren\u00f6r och finansiell r\u00e5dgivare Patrick Bet-David<\/a><\/u>, kundservice \u00e4r "Hur kan jag hj\u00e4lpa dig?", medan kundupplevelse \u00e4r "Hur m\u00e5r du idag?"<\/p>\n\n\n\n

I det f\u00f6rra har den anst\u00e4llde inget annat val \u00e4n att helt enkelt hj\u00e4lpa dem att hitta en produkt, vilket \u00e4r bra, men i det senare har de mer utrymme att verkligen ge en exceptionell upplevelse som kommer att f\u00e5 kunder att komma tillbaka igen och igen.<\/p>\n\n\n\n

Lyssna p\u00e5 och k\u00e4nn empati f\u00f6r kunderna<\/h2>\n\n\n\n

Det \u00e4r skillnad p\u00e5 sympati och empati, och det \u00e4r n\u00e5got Apple vet v\u00e4l. N\u00e4r en kund kommer till din butik har de med st\u00f6rsta sannolikhet ett problem som din produkt kan hj\u00e4lpa till att l\u00f6sa. Apple vet detta och d\u00e4rf\u00f6r utbildar de anst\u00e4llda att l\u00f6sa problem genom att lyssna och vara empatiska mot kunderna \u2014 att s\u00e4tta sig i kundens skor.<\/p>\n\n\n\n

Till exempel ett av stegen i f\u00f6retagets \u201dsteg i tj\u00e4nsten<\/a><\/u>" \u00e4r att "lyssna efter och l\u00f6sa eventuella problem eller bekymmer." Po\u00e4ngen \u00e4r inte att s\u00e4lja direkt, utan snarare att "f\u00f6rst\u00e5 alla dina kunders behov - av vilka vissa kanske inte ens inser att de har."<\/p>\n\n\n\n

Ta dig tid att lyssna p\u00e5 din kunds problem i din egen butik. Passade inte tr\u00f6jan som de hade hoppats? Splittrades telefonens sk\u00e4rm? Tr\u00e4na din personal att k\u00e4nna empati med dem och ta reda p\u00e5 hur du kan tillf\u00f6ra v\u00e4rde till deras liv genom de produkter och tj\u00e4nster du tillhandah\u00e5ller. Detta kommer att leda till b\u00e4ttre produktrekommendationer och \u00f6kad f\u00f6rs\u00e4ljning \u2013 och kundn\u00f6jdhet.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Erbjud inte provision<\/h2>\n\n\n\n

P\u00e5 tal om tillfredsst\u00e4llelse, en n\u00f6jd medarbetare \u00e4r en effektiv medarbetare, och i slut\u00e4ndan handlar det ofta om pengar. F\u00f6r att hj\u00e4lpa till att skapa fantastiska kundupplevelser \u2013 och n\u00f6jd personal \u2013 \u00f6verv\u00e4g att avskaffa provisioner och ist\u00e4llet betala dem ett pris \u00f6ver genomsnittet och om m\u00f6jligt erbjuda unika f\u00f6rm\u00e5ner.<\/p>\n\n\n\n

Apple kanske inte erbjuder anst\u00e4llda mycket mer pengar<\/a><\/u> \u00e4n andra \u00e5terf\u00f6rs\u00e4ljare, men de erbjuder h\u00e4lsof\u00f6rdelar, f\u00f6retagslager, produktrabatter och en 401(k) plan. Som ett resultat har de en av de l\u00e4gsta oms\u00e4ttningshastigheterna i branschen. Varf\u00f6r ingen provision? Enligt Apples \u00e5terf\u00f6rs\u00e4ljare Denyelle Bruno<\/a><\/u>:<\/p>\n\n\n\n

\n

"P\u00e5 Apple var tanken att s\u00e5dana incitament skulle motverka f\u00f6retagets prim\u00e4ra m\u00e5l \u2013 att hitta kunderna r\u00e4tt produkter, snarare \u00e4n de dyraste, och etablera en l\u00e5ngsiktig relation med varum\u00e4rket. Provisioner, trodde man ocks\u00e5, skulle fr\u00e4mja medarbetarnas konkurrens, vilket skulle undergr\u00e4va kamratskapet.\u201d<\/p>\n<\/blockquote>\n\n\n\n

Apple vet att prestationsbaserade incitament ofta kommer p\u00e5 bekostnad av minskad kundupplevelse, och m\u00e5let \u00e4r att f\u00e5 den kunden att \u00e5terv\u00e4nda om och om igen. Forskning visar<\/a><\/u> att du \u00e4r 60 \u2013 70 procent mer sannolikt att s\u00e4lja till en befintlig kund j\u00e4mf\u00f6rt med en 5 \u2013 20 procents f\u00f6rs\u00e4ljningschans till en ny kund.<\/p>\n\n\n\n

Uppmuntra din personal att spendera tid med kunderna som ett s\u00e4tt att tillhandah\u00e5lla den b\u00e4sta l\u00f6sningen och produkterna. Att ge kunden en fantastisk upplevelse kommer inte bara att garantera att de kommer tillbaka, utan ocks\u00e5 att de kommer att ber\u00e4tta f\u00f6r sina v\u00e4nner och familj om den fantastiska kundupplevelsen.<\/p>\n\n\n\n

Po\u00e4ngen<\/h2>\n\n\n\n

Naturligtvis \u00e4r det l\u00e4tt att s\u00e4ga att Apple kan g\u00f6ra vad de vill med tanke p\u00e5 storleken, omfattningen och de ekonomiska siffrorna som det har. Men det betyder inte att de har monopol p\u00e5 minnesv\u00e4rd \u2013 och effektiv \u2013 kundservice. Om du anst\u00e4ller r\u00e4tt personer av r\u00e4tt anledningar, erbjuder exceptionell service och upplevelser och formar din butik p\u00e5 ett s\u00e4tt som lockar m\u00e4nniskor, finns det ingen anledning till att du inte kan skapa en atmosf\u00e4r av framg\u00e5ng.<\/p>\n\n\n\n

Det \u00e4r s\u00e5 enkelt, det \u00e4r genialiskt.<\/p>\n\n\n\n

Om f\u00f6rfattaren:<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Francesca Nicasio<\/a> \u00e4r detaljhandelsexpert, B2B-inneh\u00e5llsstrateg och LinkedIn TopVoice. Hon skriver om trender, tips och b\u00e4sta praxis som g\u00f6r det m\u00f6jligt f\u00f6r \u00e5terf\u00f6rs\u00e4ljare att \u00f6ka f\u00f6rs\u00e4ljningen och betj\u00e4na kunderna b\u00e4ttre.<\/p>","protected":false},"excerpt":{"rendered":"

F\u00f6r att v\u00e4xa som f\u00f6retag m\u00e5ste du l\u00e4ra av de b\u00e4sta i branschen. Och n\u00e4r det kommer till detaljhandeln blir det inte mycket b\u00e4ttre \u00e4n Apple. N\u00e4r Apple sl\u00e4ppte sina finansiella resultat f\u00f6r det fj\u00e4rde kvartalet 2018 avsl\u00f6jades det att det var en kvartalsint\u00e4kt p\u00e5 $62,9 miljarder, en \u00f6kning ... Forts\u00e4tt l\u00e4sa 7 saker som \u00e5terf\u00f6rs\u00e4ljare kan l\u00e4ra sig av Apple<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":5540,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[431564],"tags":[291,999575,677173891],"class_list":["post-5526","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-sales","tag-apple","tag-retail-management","tag-retail-trends"],"yoast_head":"\n7 Things Retailers Can Learn From Apple<\/title>\n<meta name=\"description\" content=\"We all know Apple is a powerhouse in the retail market. Here are 7 things retailers can emulate at their own stores.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bindy.com\/sv\/7-saker-som-aterforsaljare-kan-lara-sig-av-apple\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 Things Retailers Can Learn From Apple\" \/>\n<meta property=\"og:description\" content=\"We all know Apple is a powerhouse in the retail market. 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