Apple Australia is rolling-out a major store refit of its eight larger stores – including Bondi, Westfield Fountaingate Melbourne and Westfield Carindale Brisbane – with a heavy focus on educational classes and LIVE demos.
The news comes as more retailers seek to lift customer engagement in physical outlets (e.g. Bunnings and Officeworks), with direct to consumer sales further threatening traditional CE retailers.
As previously reported, both Harvey Norman and JB Hi-Fi are ramping up their smart home portfolio, building interactive ‘store within a store’ dedicated spaces.
Reported by The Age, Apple Australia’s store refresh will involve a significant cash outlay, with layouts clamping down on “education and inspiration.”
The refit encourages customers to stay longer, play with devices, and engage with staff during free educational classes via its ‘Today at Apple’ service.
The new look Bondi Junction Apple store opened last month, with others to follow suit.
It follows the departure of Apple’s Retail Chief, whom some commentators claim failed to properly implement previously planned store refits.
All refreshed stores will reportedly feature a central Forum and video wall, powered by renewable energy.
Apple’s Australia stores also boast trade-in program for customers to recycle old devices.
The company’s local store presence boasts 22 outlets, facing a sluggish retail landscape and intense online competition.
