Retail FAIL of the Month:

Apple Store

For this month’s audit, our team decided to detail the experience of one of the biggest companies in the world: Apple. And though this is the first retailer we have ever named, we thought it appropriate to show that even giants can leave room for improvement.

The reasoning: For so many retailers, the feeling that omnichannel is out of reach or something that only the big retailers can have, is simply not true. That said, there are lessons to be learned from those that do it right, including the likes of Apple. It is for this reason that one of our team members decided to experiment with Apple’s latest version of its mobile app, and experience the journey from mobile purchase to in-store pick-up—an example of simple yet effective omnichannel functionality.

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