Whether it’s DJs using MacBook Pros at their openings or shots of them looking emptier than a Killian Bell surprise birthday party, Microsoft Stores have long been a bit of a punchline compared to the crazy success of Apple’s own brick-and-mortar retail outlets.
But a new report underlines just how poorly Microsoft Stores are doing as they finally crawl past the 100 store milestone — but without being able to attract a significant number of customers along the way.
Microsoft won’t comment on its sales figures or traffic for own-brand Microsoft Stores, although Re/code points out that, in some locations, it’s not at all unusual to see more employees than customers.
The company denies that it borrowed the concept of its high-end retail stores from Apple, and instead views itself as a “physical manifestation” of Microsoft’s brand — whatever that means.
From the sound of things, though, Microsoft is making efforts to up its game. For one thing, it’s starting to bring new unreleased Xbox games into the store to demo, while visitors can also access virtual reality headsets such as HTC’s Vive and Microsoft’s own HoloLens at a growing number of outlets.
By comparison, Apple Stores go from strength to strength, with the impending arrival of retail outlets in new markets like India.
Microsoft has had something of a mixed bag of success recently. Earlier this week it was revealed that, despite being free for almost a year, Windows 10 has only just managed to overtake the universally despised Windows 8.1 release, and is struggling to put much of a dent in Windows 7 adoption. On the plus side, another report shows that Microsoft is, by some metrics, performing better than Apple upon hitting the $1 trillion revenue milestone.
What, if anything, can Microsoft do to make its stores more attractive to customers? Leave your comments below.
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
12 responses to “Microsoft desperately trying to lure more customers to its empty stores”
they could sell iPhones?
Why would they want to downgrade?
They don’t have any interesting products. As easy as that.
That was my thought. Windows Phone isn’t taking off the way they’d like it to. There are too many variations on a theme (Windows Computers) and a lot of them are of poor quality. I also think that regardless of what Microsoft says, people see Microsoft Stores as their “me too” moment following Apple. That is unfortunate but, I also think Microsoft just didn’t get things right for too long and most people have moved on.
Actually, it’s kind of the reverse – they have too many interesting products – but the real problem is that the products they have – everyone else has. So a Microsoft store looks a lot like a slightly higher end Best Buy (especially with the new ’boutique’ look Best Buy is sporting).
Apple stores are focused on one brand. When you go in, there’s really just a handful of choices in a bunch of colours. And I know people hate to hear this: but most people don’t really like too many choices – they want the best choices picked out for them. At an Apple store, that’s easy. Just one choice in a couple of varieties.
If Microsoft cut the products to JUST their own (assuming they can ever decide if they’re a hardware company or not) and make it say a Surface/XBox store, they’d do better.
Unfortunately, Microsoft has never been good at retail hardware and marketing. So.. not likely this will ever happen.
They could attract creatives by showing off Microsoft Office…..
Or you know – Photoshop, Illustrator, Sketchbook Pro, Painter, Sai, Premier. Avid Pro Tool, Reason, Strata Studio 3D, Simplify 3D, ZBrush, M1, Lounge Lizard and so on.
Oh.. and of course, Visual Studio and Blend.
This is an interesting observation. I live in the Washington DC area and we have three (and even a fourth if you go towards Baltimore) Microsoft stores. I frequent one more than the others but every once in awhile, stop in the others. They always seem busy to me with the exceptions of after dinner in the evenings. Forget Saturday and Sundays…it is packed with people. All three are in good locations in the Mall. My favorite Microsoft store is across from Victoria Secret and next to Tesla! Besides using it myself, I send all my clients there to purchase new laptops, get help in with their questions and receive training. They are a great support with out any attitude! And unlike Apple, they sell more than just Microsoft products. And unlike Apply, they sell games! I always see people having fun at a Microsoft store….unlike an Apple store!
Correction: Apple Stores sell both Apple and non-Apple products, though more of the former, of course.
Maybe they need to learn new dance steps. :-)
Erase Windows 8 and Windows 10 from people’s minds?
They could start by offering better service. I took a Surface Pro into one of their stores the other day that had a software problem. The only solution they offered me was to replace the machine with a refurbished unit for $450. Again — because of a software problem.