Apple

The Challenge

Apple’s iPhone launches are among the most high-profile technology events in the world, with every new model expected to raise the bar in terms of design, functionality, and user experience. But beyond the product itself, the in-store customer experience plays a critical role in shaping perception and driving purchase intent.

With the launch of the latest iPhone, Apple wanted to ensure that:

Retail team members were confident and consistent in showcasing the phone’s new features.
Customers were receiving clear, engaging demonstrations that translated technical improvements (e.g. camera upgrades, speed, battery performance) into real-world benefits.
The brand promise of simplicity and innovation was being reinforced at every touchpoint.
Potential gaps in staff knowledge or confidence were identified early, before they risked undermining the launch experience.

The Solution

Skopos conducted a structured programme of in-store mystery shops, designed to replicate the journey of a typical iPhone shopper:

National coverage: Visits conducted across a representative spread of Apple Stores and authorised resellers to capture variations in service delivery.
Scenario-based evaluations: Mystery shoppers posed as everyday customers with different needs (e.g. upgrading for photography, business use, or family connectivity).
Assessment framework: Evaluators captured how well staff highlighted new capabilities, explained benefits clearly, and personalised recommendations.
Qualitative detail: In addition to scoring, open-ended feedback provided insight into staff confidence, communication style, and customer engagement.
Benchmarking: Results were compared against previous launches and best-practice demonstrations to pinpoint areas of strength and improvement.

The Outcome

The insights provided Apple with immediate, actionable outcomes:

Identified where training reinforcement was needed (e.g. explaining new camera features, highlighting ecosystem integration).
Pinpointed best-practice behaviours — enthusiastic, benefit-led demonstrations — that could be celebrated and shared across stores.
Highlighted inconsistencies between locations, prompting refinements to internal communications and product briefing materials.
Enabled Apple to refine the customer demonstration approach, ensuring all staff had the right tools and confidence to bring the iPhone’s capabilities to life.
Strengthened the overall in-store launch experience, aligning customer perception with Apple’s premium positioning.

As a result, Apple was able to elevate the effectiveness of its iPhone launch experience, reinforcing its reputation for both cutting-edge innovation and world-class customer service.

Apple

The Challenge

The Solution

The Outcome

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