| Woohoo! Reserved my new iPhone4 with the Apple | | | | network for the area. I was trying to tweet about |
| Store app on my 3Gs and got the confirmation that | | | | my experience on Twitter, as well as do some online |
| it's waiting for me. With a 7:00 a.m. open for what | | | | tasks while I waited. Even the Apple Store wi-fi |
| was anticipated to be a very busy day at the store, | | | | service was over capacity. Guess that's to be |
| I figured I would go a little later after a morning | | | | expected when you have maybe 100 or more people |
| meeting, hoping that it would have slowed down a | | | | accessing the network at the same time. |
| bit. | | | | Two hours or more passed. I was getting closer, but |
| But that was not the case. When I arrived about | | | | realized that there were maybe another 50 people |
| four hours after opening at the store located in an | | | | behind me. Then the redirecting associate started to |
| outdoor mall, I estimated that the line was probably | | | | ask people just ahead of me about their reservation |
| about 100-150 people. Yow! How long was this going | | | | status. Yay! I was going to soon be able to leapfrog |
| to take? Luckily, it was a nice day, but on the warm | | | | over the hopefuls and, finally, get my phone that |
| side with temperatures in the 80s. | | | | was on reserve. After I waited for a short time in |
| Took my place at the end of the line, even though I | | | | the reservation line, I was in and out in maybe 20 |
| had a reservation and many in line did not. Why didn't | | | | minutes. All tolled, I was there about three hours. |
| they have a separate line for reservations and one | | | | As someone who assists clients with promotions for |
| for those who were just hopeful of getting one? We | | | | events, I just saw so many missed promotion and |
| then learned from an Apple Store associate that | | | | customer "touch" opportunities for Apple and the |
| another associate would be working through the line | | | | businesses surrounding their store. So what are my |
| to redirect those with reservations. The redirecting | | | | takeaways from this experience? |
| associate then tried to make announcements about | | | | - Treat Loyals Like Royals - The iPhone4 launch was |
| the procedure, without a bullhorn or loudspeaker, to | | | | all over the news. Pre-order reservations were high |
| the entire crowd. She did not have a voice that | | | | and first day sales were expected to be high as well. |
| projected well. | | | | The Apple Store had been through this scenario |
| So we slogged on in the line, moving about five feet | | | | before with the launch of previous models. Yes, |
| every 15 minutes or so. Portions of the line were in | | | | there were stanchions for the line. But there was no |
| direct sunlight, subjecting those in the line to more | | | | separation of the line for reservation and |
| than their recommended daily dose of vitamin D and | | | | non-reservation customers. A special line for those |
| UV rays. Some Apple Store associates then began | | | | who made the effort to reserve early should have |
| distributing a few golf size umbrellas (without Apple | | | | been given a priority line. |
| branding on them, but at least the umbrellas were | | | | - Give 'Em a Sign - In addition to no separate line for |
| new) to those standing in the sun, asking that they | | | | reservations, there were no signs anywhere. Instead |
| pass the umbrellas along once they arrived in shade. | | | | they had Apple associates wandering around |
| Yep, that worked really well. Some were passed | | | | sporadically trying to direct traffic and provide |
| along. For others, it was a free gift with phone | | | | instructions. They may have had sign restrictions due |
| purchase. | | | | to the store's location in the mall. But I think the mall |
| When you're standing in the sun, you also get pretty | | | | would understand if they coordinated in advance. |
| dehydrated. I knew I would have somewhat of a | | | | - Make it an Event - Instead of having a couple |
| wait, so I brought along a Starbucks iced drink. | | | | hundred hot, irritated people standing in line, I think |
| Others were not as prepared. Apparently realizing | | | | this was a great opportunity to make it an iPhone4 |
| that they had people whose patience was waning | | | | Launch Party. How about some music, cool drinks (at |
| and not wanting to have a heat exhaustion episode, | | | | least water stations), and decorations? |
| a store associate started toting plastic cups of water | | | | - Create Partnerships - The snowcone guy had the |
| to those in line who requested one. As with the | | | | right idea. There are many food vendors in the mall. |
| umbrellas, the cups were generic. | | | | Maybe partner up with them to sell mobile munchies |
| An enterprising kiosk food vendor from the mall | | | | for folks waiting in line? Also could have partnered up |
| wandered over to the line and offered a free | | | | for use of another wi-fi network to accommodate |
| snowcone to a few people if, after they got their | | | | the huge usage. |
| iPhones, they would walk through the line to | | | | - Expand Your Brand - Generic umbrellas. Generic |
| advertise their kiosk. At least one person understood | | | | water cups. Surprised that super brand-conscious |
| the value of the line! | | | | Apple didn't have some branded promotional products |
| For those who did have food or drinks while in line, | | | | for that day. But they did have all their staff |
| there was a question of where to dump the trash | | | | members in matching shirts so people could identify |
| since stepping out of line could put you at the back | | | | them. |
| of the line. Littered along the path were water | | | | - Think Green - Certainly, the limited number of |
| bottles, food wrappers, and bags. Finally, a mall | | | | waste containers was a mall issue. But coordinating |
| maintenance employee began to cruise through the | | | | for additional recycling and trash containers, as well as |
| line to pick it up. | | | | collection efforts, in advance would have helped keep |
| Also becoming exhausted was the AT&T cellular | | | | the area clean and green. |