Apple tests Express store concept for click&collect

Apple Express interior in California
Photo: Twitter page Marci Harris @marcidale

Apple is pioneering a mini store in California, where customers can pick up their online orders or visit a 'Genius' by appointment. The store concept is primarily a solution for corona times.


Like in the post office

At Burlingame's Apple Store in California, the 'classic' shopping experience has (temporarily) been replaced by a 'coronaproof' variant: the iPhonemaker is testing a new store concept under the name Apple Express for the first time. This is a concept that focuses on quick click&collect and looks like a simple mini store.

The concept can best be compared to a post office or bank counter: Apple has created a small space at the entrance of the store with two wooden counters to serve customers. The sober looking shop also has two racks with popular accessories that customers can buy on site, but there are no other products on display. Customers can only pick up their online orders there or - at the second counter - consult an Apple Genius employee by appointment.


Ready for launch season

To access the Express shop, customers must scan the QR code with their order confirmation at the entrance and show their identity card. When ordering from Apple's webshop or app, online shoppers must therefore indicate in advance that they want Express Pickup.

Although almost three-quarters of the Apple Stores are now open again, the Express model is interesting in view of possible entanglements or another virus wave. Certainly in the United States, many of the electronics manufacturer's shops are still restricted or open by appointment only. Now that the new launch season is approaching for the brand - which traditionally involves long queues - and the busy end-of-year period is also imminent, a quick click&collect option may also be particularly attractive.