Microsoft has followed in the footsteps of Apple and opened its first bricks and mortar store in Scottsdale, Arizona.
By Jennifer Denby
The store, featuring interactive technology and a modern design, is the first of several in the pipeline for the software giant, with the next opening on October 29 in Mission Viejo, California.
Microsoft says the expansion will provide an opportunity to connect with customers and elevate the brand.
With an expected staff of 80-100, the Scottsdale store will offer customers a select line of laptops, netbooks, all-in-one PCs, Xbox consoles, Windows Mobile phones, a selection of third-party software, headphones, widescreen displays and laptop bags.
The space will also feature a “gaming zone” comprising giant screens on which customers can play games such as Rock Band and Halo.
David Porter, Corporate Vice President of Microsoft Retail, said: “Our customers have told us they want choice, better value and great service when shopping for technology, and that is what we will deliver through our Microsoft stores.”
CRITICISM
However, criticism has already arisen surrounding the look of the new store. Many retail experts have expressed that its interior design bears a striking resemblance to Microsoft’s rival Apple.
“Launching a Microsoft retail store, these guys are playing catch-up to whatever Apple does,” said Rob Frankel, branding expert and author. “Microsoft has no brand. They have an identity and they have very high awareness, but try asking two people why they insist on Microsoft and you’ll rarely get the same answer,” he added.
“Microsoft copies everything from Apple, so why wouldn’t they copy their stores?” said Scott Testa, Professor of Business at Cabrini College.
Porter, however, insists the design of the store is “uniquely Microsoft, with four zones that focus on different types of technology experiences”. He added: “We want to showcase what's possible with the full Microsoft brand.”