The internet has been abuzz with the news of Apple’s first retail store in the BKC business district of Mumbai. Tim Cook was captured in his most happy self ever when a customer wearing the iconic Steve Jobs turtleneck brought his old Macintosh Classic machine to the opening to get his signature. Customers camped outside the store for over 12 hours just so they could be the first to enter the store. This degree of hype? Did the store live up to expectations? The answer is a resounding yes.
With over 1.3 billion people, India is one of the world’s fastest-growing economies. Apple’s move to open a retail store in Mumbai is a sign of the company’s commitment to this emerging market and is poised to be a game-changer for the retail industry in the country. India is a strategic market for Apple, and the company is investing heavily in the country to tap into its growing middle class.
Apple’s first store opening in Mumbai is a harbinger of a retail revolution waiting to happen in India. Unlimited by ambition, the brand experience leaves no stone unturned in its flawless execution of the highest global standards. We often hear that such levels of execution are not possible in India – the excuses have been many, but not anymore. If you can dream it, you can do it!
At Landor & Fitch, we’ve been designing retail through a Physical, Human and Digital lens for many years. The Apple BKC store exemplifies how these three lenses can blend seamlessly to create a consumer-centric as well as brand-led experience.
The Physical Aspect
Apple has always been known for creating a unique in-store experience for its customers, and the Mumbai store is no different. We’ve visited flagship Apple stores in many parts of the world, and the Mumbai one is no exception to the signature look of the minimalist and sleek aesthetic with local nuances that are authentic to the city, generosity of space, floor-to-ceiling glass windows bathing the area in natural light, uncluttered displays and benefit-oriented zoning (Genius Bar, Arcade, etc.) to name a few. Using natural materials like wood and stone creates a warm yet sophisticated feeling. The ceiling, for example, has been made from 45,000 pieces of oak and the stone was sourced from Rajasthan. The use of larger-than-life potted plants – ficus trees – inside the store is a nod to its impressive sustainability credentials of being Platinum LEED-rated, operationally carbon-neutral and powered by 100% renewable energy. The store will be a hub of creativity and innovation, featuring an interactive “Today at Apple” platform, which will host workshops, classes, and events focused on creativity, art, and technology.
The Human Touch
The staff at Apple BKC truly embody the knowledgeable and helpful nature of service we have come to expect from Apple. We met staff members who were enthusiastic in their welcome, courteous in their offer to help, and speedy in processing our purchases. You could hear the expertise and confidence in their tone. They were ably aided by digital devices at their fingertips, which helped them locate products, bill and invoice them. So no more long queues for us, unlike with some of the popular stores like Zara and H&M. We heard they underwent intense training for several months to prepare for the onslaught of demanding customers from launch day onwards.
The staff in their signature green T-shirts could be seen walking the floors, ever on the lookout for dazzled or confused consumers to offer assistance. We witnessed one of the staffers teaching a small group of students photo skills editing on the iPhone. Though a select few had booked to attend the course, the staffer was expertly also managing a large group of onlookers soaking in the tips. The staff’s expertise, the warm and welcoming environment, and the top-quality products and services make it an exceptional destination for tech lovers.
Digital Revolution
Technology is undoubtedly the underpinning and invisible force that runs the store. The digital touch points which make up the brand experience are numerous. At the store itself, the interactive displays of each product category were set up smoothly, allowing consumers an easy way to try the devices. A large digital screen on the ground floor was the showstopper; it features artwork by local artists that change seasonally, adding a touch of local flavour to the store. Zones like the Arcade allowed you to immerse in a multitude of games on display. The website and app are seamlessly integrated with the stores, so you can easily book appointments for one-on-one expert sessions at the Genius Bar or take in devices for repairs.
We were surprised to find out about the Mumbai store having this functionality and pleasantly surprised at how smoothly it worked. Besides this functionality, you can also sign-up for a session of Mumbai Rising, a free series exploring new futures in music, film, art and more. The in-store technology and interactive avenues offer customers a more hands-on and personalized shopping experience. With its grand opening, the store has become Mumbai’s go-to destination for tech enthusiasts and Apple fans.
When PHD elements work harmoniously together, magic is created for consumers, strengthening the relationship with the brand. We’re sure that the Apple team laboured endlessly to achieve an execution that mirrors the vision.
The opening of the Apple store in Mumbai will set a new benchmark for retail in India. The store’s modern design, focus on technology, and commitment to customer experience will redefine how retail business is done in the country. Apple’s move is expected to inspire other international brands to follow suit and create a more competitive marketplace in the Indian retail industry while posing the question of how local brands will adapt and respond to this new wave of retail experience.
Lulu Raghavan is the managing director of Landor & Fitch India. Apolline Picot is the executive creative director, experience, Landor & Fitch. Views expressed are personal.