It’s said imitation is the most sincere form of flattery. I’d say no, actually at best it’s the most insincere form of plagiarism and really its intellectual property theft.
Why am I ranting about this?
Because recently a number of retailers have begun copying the Apple store concept. McDonalds, Samsung, AT&T, Verizon, and Glossier just to name a few. They’ve redesigned stores to have an open concept rectangular floor plan, glass paneling, modern furniture, and minimalist look and feel to everything.
They also taken to having a concierge-type help desk, classes, cashier-less checkout and a simplified suite of products. (Sounds a lot like every Apple store you’ve ever visited right?)
Even big box retailers like Kohl’s and Walmart are copying Apple with “apple-style” associate assisted checkout.
And in the process all they are doing is embarrassing themselves.
It’s foolish and shortsighted to think that copying another businesses operations will yield you the same results. That isn’t the competitor’s “secret sauce”.
You can copy a competitor’s product, service or even facilities but you can’t copy their culture and THAT is the real secret sauce.
Lots of retail businesses complain about Amazon taking a huge bite out of their customer base. Amazon didn’t so much take their customers as much as their inability to remove the friction and confusion out of their own customer experience drove their customers TO Amazon (or any other competitor).
How are you taking the friction and confusion out of your customers’ experience?
Long waits= friction
Poor or slow service= friction
Additional charges (packaging, shipping or return fees) = friction
Lack of personal attention or personalization= friction
Too much variety= confusion
Complex sales process= confusion
That’s all culture related and results in a lack of operational excellence. Which isn’t Amazon’s fault and is nothing slapping an Apple logo on it will fix.
Want to learn how to be the best version of yourself instead of “the next” Apple type company? Pick up a copy of my award-winning book Seeds of Success.
Order before 11:59 pm tonight and I’ll even throw in a copy of my DVD The Shift (a $9.97 value) for FREE…