Is 70 degrees just annoying enough?

Potentially, 70 degrees is an important number when it comes to laptop screens. Apple places screens at exactly 70 degrees every morning so that people will come in and adjust them. This gets people to touch the product and Apple wants people to see the display and experiment with apps and web sites. This is another aspect of how people engage with brands that we can steal from a brand that does it very well.

Below are two related articles that I highly recommend reading (watch the video too). How can we turn our digital interactions into multi-sensory experiences? Maybe building in a barcode reader to a website that uses a webcam to scan product barcodes and give an enhanced experience. Maybe treating interactions on a website as a conversation with a start, middle and end instead of just consumption like a book. With that, we can close a conversation and invite users to come back for another experience / interaction. These are not the greatest examples, but I hope they inspire some additional thought on how brands can interact with people and provide value beyond just the sale of a product.

How Apple Store Seduces You With the Tilt of Its Laptops

http://www.forbes.com/sites/carminegallo/2012/06/14/why-the-new-macbook-pro-is-tilted-70-degrees-in-an-apple-store/

Multisensory experiences build a sense of ownership.

Our brains love multisensory experiences. The more you engage your customers’ senses, the more likely it is that they will engage with your product on an emotional level and reward you with their loyalty…

Apple Store’s Secret Sauce: 5 Steps of Service

http://www.forbes.com/sites/carminegallo/2012/05/16/apple-stores-secret-sauce-5-steps-of-service-video/

Think of APPLE as an acronym. Each letter corresponds to a step.

  • Approach customers with a personalized, warm welcome…
  • Probe politely to understand all the customer’s needs…
  • Present a solution for the customer to take home today. Apple likes to remind its store employees that they are not in the business of selling computers. They are in the business of “enriching lives.”…
  • Listen for and resolve any issues or concerns…
  • End with a fond farewell and an invitation to return…

Customers will reward you with their wallet and their loyalty if you make them feel appreciated, confident, and happy…

– Randall Noval

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