Apple’s New Initiative Aims To Reinvent Store Experience

In an effort to get shoppers into stores other than to make a purchase or visit the Genius Bar, Apple has launched a new initiative designed to boost engagement between current and potential customers.

Chain Store Age reports that the tech giant has launched “Today at Apple” in all 495 of its stores. The program will feature more than 60 hands-on sessions on such topics as photography, music, art, design and coding.

All of the classes will be led by highly-trained team members, and, in select cities, world-class artists, photographers and musicians. There will also be special programs for families and educators, and while the company’s existing in-store tutorial classes will continue, the content will be redesigned under the new format.

The initiative is part of retail chief Angela Ahrendts’ efforts to reinvent the Apple store experience. To deliver the new programs, stores will receive new mobile display screens, as well as updated seating and sound.

“At the heart of every Apple Store is the desire to educate and inspire the communities we serve,” said Ahrendts. “‘Today at Apple’ is one of the ways we’re evolving our experience to better serve local customers and entrepreneurs. We’re creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level.”