During her second month as Apple‘s (NASDAQ:AAPL) new senior vice president of retail and online stories, former Burberry chief executive Angela Ahrendts has sent her first memo to Apple’s retail employees. 9to5Mac obtained a copy of the memo, in which Ahrendts talks about her plans for the future of retail operations at Apple, pointing to three things that customers can expect to see from Apple in the next few years.
1. New shopping experiences, in-store and online
In her memo, Ahrendts wrote that Apple Retail’s “greatest opportunity” will be the further development of customers’ shopping experience, both online and in Apple stores.
“Looking forward to the future, I feel our greatest opportunity will be continuing to focus on and evolve the consumer journey online and in our stores. Although technology is rapidly changing how customers shop, they still want to feel surprised and delighted by the personalized Apple experience we provide at every turn.”
As 9to5Mac reported at the beginning of her tenure, Ahrendts is expected to revamp the experience of shopping in an Apple Store or on Apple’s website. She’s reportedly interested in closer connections between the experiences online and in-store, and has already begun to restructure the executive team at the top of Apple Retail to accomplish her goals. As MacRumors reported toward the end of May, Ahrendts made changes that saw Vice President of Retail Stores Steve Cano shifting to international sales, and both European retail head Wendy Beckman and head of China retail Denny Tuza gaining new responsibilities on the retail team.