This fall Microsoft will open their own retail stores that will mimic Apple’s retail stores that began opening eight years ago. Apparently the sting from the failure of their first attempt a decade ago has eased and they are ready to try again following the lead of what has now become the leader in retail stores of this magnitude, Apple Computer.
Apple Computer has opened 200 stores worldwide even during the economic slow down that has forced big box electronic retailers, such as Circuit City into bankruptcy. Is it time for Microsoft to follow suit?
Leaks of the layout of the stores have shown that Microsoft plans on hiring their own tech-savvy people who will be called Gurus, a bit close to the Apple camp of the Apple Genius. Unlike an Apple Genius, Gurus are said to be available to answer product questions, provide demos to customers, and provide some insight into the continuity between the Windows operating system®, Windows Mobile OS®, and Windows Live™, something Apple has done very well from the beginning.
It is no secret that Apple stores have done very well, even in times of economic stress and what is now being called a recession. It is a risk today for even a giant like Microsoft to try something new. We saw Dell Computer attempt something similar in 2002 and abruptly fail in 2006, will we see Microsoft pull out a mere four years later as well? It is truly unknown.
Why is Apple more successful than Dell or Microsoft has been in the retail storefront sector? I believe this has much to do with the availability of the product outside an Apple store. Sure, you can buy online but there are no additional benefits to purchasing online and frankly people tend to enjoy the Apple store experience. Dell and Microsoft products are easily obtained in just about any electronics store and some office supply stores. You can even purchase some of their products at warehouse stores such as Sam’s Club and Costco.
I am a fan of competition for sure, however, opening a retail store that offers nothing more than a handful of people who may or may not be knowledgeable enough simple questions relating to the products is a risk at any time.
Microsoft’s plans for opening these stores at the height of the holiday shopping season is probably the best idea. Regardless of the scrutiny we have seen recently over the apparent attempts to mimic the Apple Store layouts, Microsoft is taking a huge risk to continue to raise brand awareness, clean up the tarnished image from Windows Vista™, and to provide a better image overall for all of their products.
Much of Apple’s appeal that reaches far beyond the sleek and shiny design of their computers is the continuity between Mac OS X, the mobile OS for the iPhone, and their web-based product; MobileMe. Apple has made it easy to use all of their products in unison and for those who wish not to use each of their products, their experience has proved to be just as appealing. I cannot blame Microsoft for wanting a piece of that pie. I will say that as long as you can go just about anywhere and buy a Windows PC or any Microsoft software, the retail storefront seems like a waste of space.
Photos from Gizmodo
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