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The Why

Apple wanted to ensure that following the launch of the latest iPhone , in-store team members were showcasing the full extent of its new capabilities – with the smartphone ultimately being demonstrated in the best possible light.

The How

Skopos London conducted a series of in-store mystery shops to help Apple understand how well their team were demonstrating the additional benefits (and improved functionality) of the new model – highlighting what was working well, and whether there were any areas of confusion.

The What Now

Apple were able to provide additional training to team members, and revisited the approach for customer demonstrations.

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