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Apple’s Former Retail Chief Ron Johnson Now Delivering iPhones With Concierge Service

Back in the day, former Apple retail chief Ron Johnson would plan all year for your frenzy of activity of which typically accompanies the launch of a new iPhone.

Johnson has a calmer, more personalized approach planned for Friday’s debut involving Apple’s latest smartphone. His new company, Enjoy, will dispatch trained professionals to hand-deliver the apple iphone 6s and 6s As well as to consumers’ homes and spend an hour setting up the unit and showing them the way to use it. All that’ll be free of charge, thanks to a partnership with AT&T.

Apple’s Former Retail Chief Ron Johnson Now Delivering iPhones With Concierge Service

Apple’s Former Retail Chief Ron Johnson Now Delivering iPhones With Concierge Service
Apple’s Former Retail Chief Ron Johnson Now Delivering iPhones With Concierge Service

“I had got to be involved, at Apple company company, in the excitement of getting the product to individuals, ” said Johnson. “Today, I’m involved in helping people love it. ”

The store veteran’s new e-commerce website, Enjoy, launched this early spring in two markets, the San Francisco Bay Area and New york. For the moment, it offers a limited selection involving consumer products — which include Sonos wireless stereos, DJI drones, GoPro cameras and Specialized Turbo bikes — who’s supports with the level of white-glove service that’s typically reserved for VIPs.

Read More: Apple iPhone 6s Won’t Bend In Your Pocket

Appreciate provides free delivery, after four hours after putting an order, and no-cost setup and individualized tutorials for your gadgets purchased through its e-commerce site or from partners AT&T, Boosted Panels and DJI.

“What we’ve learned is [that] if you change the location involving where you serve a person, you change the activity, ” Johnson said. “For example, if I show up at your residence to deliver your apple iphone, I can do everything a store are capable of doing — transfer the contact lenses, activate the phone. But because I don’t ought to be in a hurry, I could explore all the great new features of the software package. How do I work with 3D Touch with my personal favorite apps? How do I set up Apple Pay? Is my new phone linked to my other devices? ”

Apple’s Former Retail Chief Ron Johnson Now Delivering iPhones With Concierge Service

Apple’s Former Retail Chief Ron Johnson Now Delivering iPhones With Concierge Service
Apple’s Former Retail Chief Ron Johnson Now Delivering iPhones With Concierge Service

Think about it as a Genius Bar on steroids.The inspiration for Enjoy originated from the dozen years Johnson spent running Apple’s retailers. The Cupertino technology big prides itself on creating devices that are easy to use, he said, yet the trunk of every store is usually crowded with people seeking help on the Genius Bar. Over this years, Apple had to devise strategies to manage the demand, as a result of reservations, personal setup classes, workshops and other means.

Read More: Apple Sells 13 Million iPhone 6S, 6S Plus In First Weekend

“If Apple customers need help, what about everybody else? ” Johnson thought.

Enjoy hires and trains full-time experts — on-demand workers who draw an income, benefits and stock, but hold the flexibility of an Uber driver to line their own schedules. Contrary to Best Buy’s Geek Team, Enjoy can afford to offer its tech support at no cost because it doesn’t need to bear the cost of paying for physical store space and stocking the item with inventory; retail sales deliver enough margin to cover the cost of delivering the concierge support, Johnson said.

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