Store Survey

Visiting an Apple retail store is not about the products. It's about the experience. Therefore, a visitor's perceptions and feelings about the store are important to Apple.

Every time I visit an Apple store I'm also evaluating the store. I don't test out the employees for sales technique or technical knowledge. Even so, I monitor other conversations to see what's being said and the overall feeling of the encounter that visitors are experiencing.

From my visits, I've created this survey form that you can fill out, and I will post the results. To be clear, this Web site has no connection with Apple Inc., and this survey is being taken for the information of Mac enthusiasts only. However, we can only hope that some Apple employees surf the site and see the results.

By the way, Apple evaluates its stores through visitor surveys and its own on-site inspections. Check here for some of the elements that are checked by Apple's visual marketing team.

Fill out the survey based on your most recent visit to an Apple store. If you made a purchase, also consider filling out Apple's customer survey, which is read at the highest levels of retail management. Honest feedback is evaluated closely, and negative comments are acted upon by Apple's retail team.

I've tabulated and posted summary results here, and have also posted a full report and the submitted comments.

Rate each general topic from 1 (worst) to 5 (best), using the bullet points as a guide to your rating. Your ratings will be posted on the ifoAppleStore Web site, which has no connection to Apple Inc.

Overall appearance:
  • Are the front display windows orderly, swept up, and the outside glass is clean?
  • Is the entrance area clear of obstructions, and is the floor is clean?
  • Is all the lighting operating?
  • Is the glass staircase (at flagship stores) clean?
  • Is the layout and furniture attractive?
  

Product display:
  • Are the laptops on the table and counter turned on and displaying an application or demo program?
  • Are the tables clean and the computers orderly?
  • Are the price cards all present and properly placed?
  • Are the brochure holders filled and squared-up?
  • Are software (iLife, etc.) holders stocked and orderly?
  • Are display printers orderly and is print sample book present?
  • Are the display iPods stowed on holders and orderly?
  • Are iPod headsets properly set on holders?
  • Are iTunes Music cards adequately stocked and orderly?
  • Are iPod accessories adequately stocked on pegboards?
  • Are laptop cases stocked, properly arranged?
  • Are books stocked, properly arranged?
 

Product operation:
  • Are the display laptops operating and connected to the Internet?
  • Are attached peripherals connected and operating?
  • Are iPod display speakers operating
  • Are iPod headsets plugged in and operating?
  • Are price cards present and properly placed?
  • Do al individual products have price stickers?
  • Is the music keyboard present and operating?
 

Personnel
  • Are employees distributed throughout store and not bunched up?
  • Are employees engaging new visitors when they enter?
  • Is the check-out counter (POS) staffed?
  • Were the employees people you could easily relate to?

Overall Service:
  • Was it easy to find a free employee to ask a question or make a purchase?
  • Did an employee approach and ask if you had questions?
  • Did an employee give you accurate information on product location?
  • Did an employee apologize if they couldn't help you?
  • Did the story have in stock the product you wanted to buy?
  • Did employee give you undivided attention?
  • Was there a waiting line for check-out?
  • Are employees using EZ Pay to speed up check-out?
  • Did they answer any question you had correctly and completely?
 

Genius Bar (optional)
  • Were you shown how to make an on-line appointment?
  • Were you seen at your appointment time?
  • Did the Genius actively listen to your problem?
  • Did the Genius ask pertinent questions to determine your problem?
  • Did the Genius answer your questions?
  • Was your problem solved to your satisfaction?
  • Did the Genius offer you alternatives for fixing or diagnosing your problem?
 

How long did you wait past your appointment time?...............
Purchase (optional)
  • Did the employee asked appropriate questions about your computer needs?
  • Did the employee asked about your budget?
  • Did the employee actively listened?
  • Did the employee give you accurate information?
  • Do you feel you purchased the appropriate product for your needs?
  • Did the employee explain the standard warranty, and offer the extended warranty or ProCare service?
  • Did the employee explain any available rebate, give or direct you to the proper form, and print duplicate receipts?
  • Did the employee explain Apple's return policy?

What was your purchase total?..............

 US$

If you purchased a Macintosh, is it your first Macintosh?...........
Purchase again?

Would you return to this store to make another purchase?
Recommend store?

Would you recommend this store to a friend or family member?

Your Info
  • Sex.............
  
  • Age range................
  
  • Apple proficiency................
  • What was your travel time to the store?...............
  • Comments:

When you are finished, click to submit your survey to ifoAppleStore.

This survey has no connection with Apple Inc.

Apple solicits your comments on their retail operation
through their official survey page.