Vlad Savov at the Verge, on the new Apple Store iPhone App:
It allows you to scan the barcode on “select accessories” into your iPhone 4 or iPhone 4S and then pay right inside the app, walking out of the physical Store without having to ever trouble a sales assistant. The Personal Pickup option is rather more self-explanatory, as it allows you to order up an item via the app and pick it up at your designated Apple Store, typically within an hour of placing the order.
Starting several years ago, as they were remodeled, Apple removed the cash registers from the fronts of the stores. The thought was that the stores would look less cluttered, and feel more open and inviting.
Of course, what really happened was confusion. Even though Apple’s hand-held “EasyPay” system had in place for years, customers still expected to see a place to stand in line and hand a hipster some money for a new iPod.
Over time, customers have gotten more use to Apple’s “wild west” approach to checking out at its retail stores. While they still set the standard for looks, quality of service and more, as the company has grown, nothing has felt the strain like Apple’s retail stores. Many are crowded and under-staffed at times, just adding to the confusion.
I hope this new app alleviates some of the stress on Apple’s stores.
I can see how this self-checkout feature — dubbed “EasyPay” within the app — will do just that. It is clear that with this new app, Apple is wanting tech-savvy customers — who don’t need help from a salesperson in skinny jeans — to be able to come in, pay and leave without being bothered.
Hopefully, it also means that the customers that need help can actually get it.
However, it can lead to issues — mainly making it possibly easier to steal from an Apple Store. I bet the inventory control guys are sweating this big time. Loss is frowned upon in all of retail, obviously, but Apple takes it very seriously. Back-of-house guys get judged on how accurate their inventories are, and loss screws with that pretty badly. Granted, Apple is only allowing customer to use the app to purchase “select accessories” at this time.
The “Personal Pickup” option may add stress to Apple Stores, though. Here’s Apple’s description of the new feature:
Buy in the app and choose to pick up your order at any Apple Retail Store. Most in-stock orders are available for pickup within an hour. (U.S. only)
When a purchase is made, the local store is made aware, and has to set aside the product. My understanding is that if something isn’t picked up within 24 hours,[1. If you can confirm this, please get in touch. Apple has yet to update its support document for the app.] a refund is issued, and the product goes back on the shelf.
Update: Several tips have said the timeline is “up to 14 days.”
Even if the transactions are automatic, the moving of product — both physically around in the inventory buckets[2. “Buckets” is the name given by Apple to the sections of its inventory within the retail system. When you become a retail employee, this gets drilled into you for hours and hours at training.] — involves humans. It seems like Personal Pickup may add stress to the stores.
Apple has always tested ideas in its retail stores. While sometimes, new initiatives are great, other times, they flop fairly badly. Time will tell where this new iPhone app falls on the spectrum.
