Apple’s Ahrendts Overhauls Retail Top Management, Sets StrategyApple’s Ahrendts Overhauls Retail Top Management, Sets Strategy
After only three weeks on the job, new Apple (AAPL) retail boss Angela Ahrendts seems to have settled right in. According to a 9to5Mac report, Ahrendts already has overhauled the retail unit’s management ranks and detailed a prioritized strategic plan.
May 21, 2014
After only three weeks on the job, new Apple (AAPL) retail boss Angela Ahrendts seems to have settled right in. According to a 9to5Mac report, Ahrendts already has overhauled the retail unit’s management ranks and detailed a prioritized strategic plan. She’s also visited a number of Apple’s stores near the vendor’s Cupertino, California, headquarters and huddled in conference calls with store managers around the world.
Jim Bean, Apple Retail Operations vice president and Bob Bridger, Apple Retail Real Estate vice president, will continue in the roles they’ve filled since the October 2012 exit of former retail head John Browett. But Steve Cano, Apple Retail Stores vice president, has been moved out of his post to fill a new international sales position.
In addition, Ahrendts, whose responsibilities also extend to Apple’s online retail operation, has given more duties to Wendy Beckman, Apple European Retail Division head and Denny Tuza, who heads Apple’s China retail operation.
Bob Kupbens, who Apple hired earlier this year to run its online stores, likely is well-situated in that position, with Ahrendts said to want to better align shoppers’ online and in-store experiences.
According to the 9to5Mac report, Ahrendts has set her blueprint for Apple retail going forward, focusing on three key areas:
Growth in the China market, expanding to 30 stores from 10 stores by 2016
Mobile payments, working with Kupbens to improve the feature in Apple’s online and physical stores (Apple is said to have mulled buying mobile payment startup Square)
Revitalizing the Apple Store sales experience, from when a customer finds a product to sales consulting to payment, modernizing the vendor’s retail culture to accommodate the next wave of wearable devices and mobile services.
Ahrendts reportedly has met with store employees at the vendor’s outlets in Palo Alto and San Francisco to learn more about how the retail operation works in practice. 9to5Mac said she took special interest in the Apple Store over-the-phone service, Personal Setup, the iPhone trade-in program and the iBeacon location-tracking technology.
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