Apple's "Studio" Enhances Expertise

In Apple Computer retail stores, an area called the Studio is enhancing customer expertise (RGJ, 7/10/05, 2D). Staffed by experts in digital media, these walk-up counters offer customers face-to-face support in learning such tasks as ripping CDs, processing digital photos, and editing video.

We've seen this strategy in other retailers. Through the enhancement of customer expertise, the expectation is that customers will learn new skills, tell others about those skills (or show-off the results), and buy more add-ons and accessories.