TechCrunch has a well-illustrated piece on the retail experience that Apple has developed for its watch.
Reporter Darrell Etherington visited the company’s store in Toronto’s Eaton Centre to try on the Apple Watch.
“It’s a new way of shopping for Apple, and one that will clearly take some getting used to both for retail staff and for customers,” he said.
Stores that have the watch now feature a long display case as a central feature. Its main purpose is to show off the various band styles and watch combinations available for order.
Additionally, ‘testing stations’ feature a fully operational Apple Watch fixed to a plastic display case and a screen explaining what’s happening.
So-called try-on stations are where you can get an individual guided appointment.
At each is an interactive console along with a navy blue leather mat that the Apple store representative uses to lay out the various models you’re interested in.
Etherington noted: “Customers kept approaching these tables, and a dedicated staff person had to continually direct them to the non-staffed demo stations in the wings.”
To retrieve a watch, the Apple rep uses his mobile terminal to unlock a drawer underneath.
The watches are housed in “little scooped out grooves”, lined with a soft finish fabric “probably to help ensure their cases definitely don’t suffer any dings”.