In preparation for the Apple Watch's release on April 24, Apple Retail Store employees are being primped and primed to dole out fashion and style advice to customers.
To be equipped to handle queries pertaining to Apple's first-ever smartwatch, Apple Retail Store staff will have a shift in role as they train to field questions from customers. However, in an unusual marketing ploy, staff will be pretty much acting as fashion advisers and not traditional salespeople when pushing the Apple Watch.
Quite a shift, considering the staff was previously tasked with endorsing iPhones, iPods, Macs and iPads that did not require styling options and only had different hues to choose from.
Apple is allegedly pushing its retail store staff to start conversations with prospective customers in a bid to build a rapport and trust. This process would in turn aid the Apple Retail Store employees act as a sought-out advisor for fashion when purchasing an Apple Watch - a process similar to that of sales of traditional watches.
"Apple is encouraging employees to build relationships with customers to understand their purchase plans, stylistic wants, and fashion needs. Apple has created multiple sample personas to prepare employees for the launch. Apple also asks employees to recommend different fashion and style choices," reported 9to5Mac.
So, with the Apple Retail Store staff acting as your personal stylist, you can expect to hear phrases to the effect of "the white strap looks great on you" or "you seem to have a fun style. I think the Pink Sport band would match your style perfectly."
In the course of the next two weeks, the Apple Retail Store staff will be trained in the new sales technique, which would attempt to make them boutique-type fashion experts. Employees would be able to suggest an Apple Watch based on your lifestyle choices and dressing.
Customers will be able to try on the Apple Watch from April 10 and can purchase them from April 24. The retail store's staff will be divided into four areas: Apple Watch Edition Sales, Apple Watch & Sport sales, queries, and trials. Customers can take appointments if they need advice from an Apple fashion sales guru and book a 15-minute slot.
Even though the notion of an Apple staff doubling as a fashion expert may be a hard pill to swallow, it is an indication of how far the company is willing to go to aggressively market its first-ever wearable.
Whether this marketing ploy will be effective in helping customers opt for the Apple Watch best suited for their purpose is a question mark.
