An internal memo from Apple's new retail director, Burberry

Sina Science and technology news Beijing time, June 13 morning, after serving as Apple (92.29,-1.57,-1.67%) senior vice president of retail and online store 1.5 months later, Angela Alenz (Angela Ahrendts) sent a first memo to Apple's retail staff to discuss Apple's culture , the storefront she visited, and plans for the future.

"I spent a lot of time familiarizing and understanding the company's functions and team, as well as our short-term and long-term projects." I'm glad to see a lot of you in the shops in San Francisco and London this month. I'm looking forward to the opening of the Tokyo Omotesando store. "Every few weeks, I go to the stores around the world to visit and learn what we are best at, and to listen to the opportunities we face," Allen said in a memo. ”

Previous reports said Ms Ahrendts discussed plans to transform Apple's retail model through a new End-to-end sales experience and mobile payment program, and to increase its focus on Chinese consumers. Ms Ahrendts discussed also highlighted many of them in today's memo.

"Looking to the future, I feel our greatest opportunity is to continue to focus on and develop consumer experience in our shop and store." While technology is rapidly changing the way consumers shop, they are surprised and happy when they feel the personalized experience that Apple offers. "That's what makes us unique," she writes. As we move into new markets, integrate our platforms, develop new technologies, and make consumer experiences as simple as other Apple products, will become critical. ”