Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

Apple isn't just about cool new gadgets. It recognizes the importance of training employees — whether they're in the corporate office or the corner store — on how to treat customers. Apple is intent on forming relationships with every customer, whether they're buying a new device, getting one fixed or just asking questions. Being customer focused is part of Apple's brand messaging. Apple can teach us a lot about how to communicate that brand message so effectively.

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