I purchased the iPhone 4 on launch date. This will talk about that experience and offer suggestions that may enhance the experience.
I purchased my phone at the South Coast Plaza store in Costa Mesa, CA. I felt it was not coordinated with security at all. At about 1am, while waiting off-property. There were 3 lines that were formed; 2 for non-preorder and one for preorder. Customers were not allowed to wait on property until approx 4:45am. It was evident that there would be a maul of non-preorder customers; both lines rushing to the designated spot at the appropriate time. Even the preorder line was a mad dash to the designated spot. The customers requested that security walk each line to the designated spot to contain and control the situation. This was note done. This was a huge safety concern as we all know that individuals can get uncivilized when it comes to things they really want. That put South Coast Plaza and Apple possibly, at a huge liability if anyone were to get injured, which someone did. If security coordinated 2 lines off-property, it would prevent injury like that night. The way it happened, it didn't matter if you came at midnight (like me) or 5am. This resulted in people getting in heated arguments among each other (who waited next to each other for 10+ hours) and indirectly affecting the image of Apple. Security had no control of the situation. There was no designated or taped off queue line like at the Grand Opening of the Cerritos store at Los Cerritos. I drove by that location, and saw that it was organized with the line taped off.
The lines were ridiculous! A suggestion would be for pre-orders allowed to purchase on launch day; possibly a Monday. If the product were to sell out, at least there would be another shipment coming in on Tuesday; kind of like how new CD's and movies are made available on Tuesdays. This would help to replenish stock of the iPhone. Non-reserved customers would be allowed to purchase the day after; similar to how ATT sold iPhones. People who were able to pre-order should have been treated so; I was a walk-in.
To allow people to go about their business and maximize the ability to control crowds, times should have been given for people to come back. I borrow this suggestion from Disneyland and the "Fast Pass" concept. Apple should know how many people they can service in a 2 hour time frame. Give out cards with a "2 hour time frame" to return. People would be guaranteed a phone if they were given these cards and would eliminate the need to have a numeric order in line. This would allow security and Apple to control how many customers were in a line. It is easier to control a crowd of 200 at any given time, than 1,000 customers all day. This would also eliminate people cutting in line which was a huge problem.
On this card, customer information could be written down and simply given to the Apple rep to bring them their product, and expedite the checkout process. On this card info like phone number, billing zip code, last for digits of SSN, how many phones and which size you are purchasing, what additional items like the phone bumper, Mobile Me, do you need help setting up the phone, etc.
If this not a feasible option, customers could be given a ticket number that designated their position in line. I borrow this idea from the way Six Flags Magic Mountain in Valencia, CA manages the long queue lines for their roller coasters. As an incentive for waiting in line, these tickets could possibly submitted for a raffle. A free Mobile Me subscription, iTunes card, discount off products, etc. Just a thought.
What was good on launch day at this location was Apple reps walking up and down the line taking a count of how many potential phones would be sold. This allowed Apple to inform customers if they were able to get a phone or not. How unfortunate would it have been to wait in line for 12+ hours to find out they sold out. It was a small action to take, but takes a huge consideration that customers are taking out of their day. Well done!
Catering of food to the customers in line was much appreciated. The food was good and much needed. Thank you Apple for sparing funds out of your profits to provide this hospitality.
On a personal note, it took me 10 mins to complete the checkout process, but waited in line for 12+ hours. There's a lot of opportunity to learn from each of these experiences, and I would have hoped that by the 4th time of doing this, lessons would have been learned. I am a loyal consumer of Apple and want the great products to continue to come out. As you focus your efforts on enhancing the customer's in store experience, continue to do so! But when you anticipate HUGE lines for one of your flagship products, don't forget all of the people in line waiting anxiously to give you their money for your product. They are making sacrifices in their money and time.
Thank you for your time.
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