Learn but don’t copy!

If you work in retail you more than likely have heard of Ron Johnson. He is the man who lead the development and launch of the most successful retail stores we know of… That’s right! The Apple stores. Apple is credited with having the most profitable stores in the world with a turnover per square foot of $5,600 (that’s a square foot, not square metre… even more impressive) and an average footfall of over 20,000 people per week.

"We don't want the store to be about the product but about a series of experiences that make it more than a store.” – Ron Johnson, Creator of Apple Retail.

It’s safe to say Ron did it right with Apple. But after Apple Ron took over the role of CEO of JC Penney the US-based retail giant. His role essentially was to make JC Penney great again with an ageing customer base and an overreliance on couponing the future was not looking too bright. After 17 months in the job, Ron was sacked. His plans for JC Penney were over-ambitious he managed to alienate customers and staff and failed in “spectacular fashion” losing the already struggling retailer in the region of $1 billion.

So what’s the point of this you ask?

There’s a clear message from what Ron Johnson did at Apple and JC Penney. What worked for one retail business does not always work for another.  The Apple to JC Penney example is what can go wrong in the extremes. But it acts as an epic reminder that what you do in your retail business must fit your retail business. We can all strive for the same success as Apple, it’s every retailer’s ambition to be the best. So learn from the best. Listen to their stories. Listen to what works and what obstacles will come up. But do it in your way. A way that fits your customer, your culture and your people.

Tip: Kaizen is the Japanese culture of continuous improvement. It calls for small incremental changes for improvement consistently over time leading to sustainable success. Think Toyota “The best-built cars in the world” (it’s true)!