NDSM

Session 03: Choice Architecture

Atley George

Atley George 62210621

NDSM exercise 3 reflections
A few of the observations regarding the choice architecture of the Apple retail store are:-
• Open spaces with high ceilings that invite customers to spend more time in store and
explore, rather than complete their purchases and leave promptly.
• All the Apple products were displayed in the first half of the store so as to expose customers
to all the varieties of products Apple has, without too much movement by the consumer
• Dedicated Genius Bar to address customer concerns signals a high level of customer
centricity. The highly contrasting red color phone which is claimed to connect directly to the
Apple headquarters also adds to the spectacle and gives the consumer a sense of
importance.
• Presence of other brands within the store improves customer confidence regarding the
seamless compatibility they can expect from Apple products with other devices.
• All the devices are turned on and connected to the internet to enable customers to gain a
first-hand experience of the functionalities.

A few of the companies that have emulated the same choice architecture model in their retail stores
include OnePlus and Huawei. The open spaces and the arrangement of the devices, along with a
strong presence of customer service personnel provides a very fertile ground for consumers entering
the store to make favorable purchase decisions.