Microsoft has opened their first Microsoft Store, and kudos to them for that. However, we can’t help but feel that by literally copying an Apple Store to the degree that only the signage and products are swapped out, Microsoft cost consumers a chance to experience something different, something innovative, and something that would have continued to push the retail part of the computer and smartphone industry.
Same decor, Gurus in lieu of Geniuses, colored shirts, hiring Apple executives and store staff, even the same opening festivities. Gruber’s right:
It’s creepy, as in like stalker-ish creepy, just how blatantly they’ve copied Apple.
Microsoft is beginning to staff up their upcoming retail store chain using freshly poached Apple Store managers and employees. Using “significant raises” and in some cases, moving expenses as the carrot, Apple Store managers are hunted and then asked to contact their (now former) top Apple Store salespeople and offer them similar incentives to switch from Mac to PC.
Employees, of course, are not the only thing Microsoft is taking from the Apple Store experienced. Having hired Apple’s former retail location scout, George Blankenship, their plan is to open up right next door to Apple Stores everywhere.
Though they still, stupefyingly, don’t seem interested in actually selling much of anything (they’re focusing on consumer experience), along with the shrink-wrap copies of Windows 7 and Office, Zune HD and XBox 360 that Microsoft manufactures themselves, they’ll be showing off their hardware partners’ wares with PC, PCTV, and Smartphone walls, along with Learn, Connect, and Info tables, and “Guru” bars modeled after… you guessed it…
The strategy is certainly sound, but we’re still not sure that a company with a split software/hardware model will find the same formulae brings the same success.
Microsoft has not only hired former Apple Store VP of real-estate, George Blankenship to help launch their own Microsoft Store initiative, but according to Apple Insider, their key competitive strategy has been leaked:
Although the stores may sit near Apple’s in the future, they’re poised to largely be showcases meant to advertise the Windows, Xbox and Zune brands and less to actually sell products. As such, Microsoft will be paying for expensive leases but won’t necessarily recoup its investment through actual sales.
Either Microsoft thinks it’s still April 1, or they really are going to open Microsoft Stores right next door to Apple Stores. Gizmodo provides the quote:
And stay tuned, because we’re going to have some retail stores opened up that are opened up right next door to Apple stores this fall. Stay tuned, just stay tuned.
Tuned to what, Comedy Central? We’ve made fun of this before — and rightly so — but it seems Microsoft is again entering a business just because Apple or Google are in it. And is that really sound strategy in anything outside a Hollywood parody? (Starring Will Farrel, ‘natch).
Sony Style Stores haven’t hit the mark yet, and Microsoft Stores selling shrink-wrap Windows 7 with free Songsmith classes…? Sigh. Apple needs competition. Good, focused competition that builds successful core business on top of successful core business.
We don’t see Google Stores opening up next door, do we? Microsoft, if you’re going to clone something, clone the focus. Please.
First they clone the handsets. Then they clone the App Store. Then they clone MobileMe. (Not to mention Windows 7’s “dock” block…) What’s left for Microsoft to clone? The Apple Retail Stores, of course.
We’ve already heard how Apple Stores are retail juggernauts, and are being re-focused to lure even more switchers, all driven by the experts Apple got on board and hired from GAP and Target, and the Genius’ they but behind the bars.
How’s Microsoft going to compete? Tasteful “Zune Brown” decor? No, apparently by hiring someone from… a movie studio and putting Guru’s on the floor. iSigh.
Of course, the bigger challenge will be: what can Microsoft sell? Windows, Office, Xbox, Zune, and…? What exactly? Doesn’t seem like a very compelling retail experience to us, but what do we know, we never thought Vista would be a blockbuster success (and we’re still on the fence about Songsmith…)
How about you? Any shopping itch you think only mighty Microsoft can scratch?
