Apple retail head Angela Ahrendts is telling Apple retail employees that a “significant change in mindset” is on the way for the company, and she’s encouraging them to direct customers to the Apple online store to purchase the Apple Watch, and new 12-inch MacBook.
Ahrendts’ memo to retail employees (via Business Insider):
Get in line online
The days of waiting in line and crossing fingers for a product are over for our customers. The Apple Store app and our online store make it much easier to purchase Apple Watch and the new MacBook. Customers will know exactly when and where their product arrives.
This is a significant change in mindset, and we need your help to make it happen. Tell your customers we have more availability online, and show them how easy it is to order. You’ll make their day.
Business Insider notes one way Apple will reduce wait times and physical lines for the Apple Watch is by requiring reservations for pickup in-store. However, in-store pickup will not be available to UK customers at launch. While U.S. customers will be able to reserve online for in-store pickup, stock will likely be tight compare to a direct online purchase.
Any customers who walk into an Apple Store expecting to try-out the Apple Watch will likely be disappointed, as the Watch will reportedly be displayed under a glass case embedded in a table. The Watches will not be accessible for interaction like other products in the store, such as the iPhone and iPad.
Apple begins accepting pre-orders for the Watch this Friday, April 10. Try-on appointments will also be available that same day for customers in United States, Australia, Canada, China, France, Germany, Hong Kong, Japan and United Kingdom. The Watch officially goes on sale on April 24.