Up Close: Shoppers review the next-generation Apple store

Sleek. Minimalist. Innovative. Modern.



Those were among the words used most often by mystery shoppers to describe Apple’s next-generation store, located at Shops of Saddle Creek South in Germantown, Tennessee, a suburb of Memphis.



The shoppers are part of Field Agent, which provides on-location auditing and research via a network of 650,000 “agents” who collect data that can be monitored in real time by its clients. The company deployed several agents to visit and then review the store. The majority of the comments were glowing:



“The store was absolutely fantastic,” said a 27-year-old man. “The huge wall display was really what set this apart from other Apple Stores I have been in. The experience definitely made me want to invest in some newer Apple technology.”



A 47-year-old woman commented: “I think the store is very modern. It fits today's lifestyle well … offers great customer service and a complete Apple experience.”



When asked what they didn’t like about the store, one common complaint emerged: the lack of any exterior signage.



To view Field Agent’s video and photos on the new Apple store click here.