Microsoft Opening First Stores In — Surprise! — Upscale Malls
7:55 am, July 29th, 2009, Leander Kahney
Microsoft is planning to open its first retail stores near Apple stores, including Scottsdale's aquarium-like store. Photo: Apple.
Microsoft will open its first two retail stores in ritzy malls in Scottsdale, Arizona, and at The Shops at Mission Viejo, California — two locations where Apple already has stores, CNet reports.
A few days ago, it was revealed that Microsoft is considering many of the same features that make Apple’s stores so successful, including a rival to the Genius Bar called the “Guru Bar.”
One of the key factors in Apple’s success is the location of its stores. Apple chooses upscale malls, or shopping streets in tony neighborhoods, with lots of foot traffic and easy freeway access.
Microsoft has obviously learned the same lesson. Its first two shops will be at the Scottsdale Fashion Square in the heart of Scottsdale, one of the richest satellite towns of Phoenix area. Apple opened an architecturally stunning store at the nearby Scottsdale Quarter mall in June.
Microsoft’s other store will be at The Shops at Mission Viejo, another rich town south of Los Angeles in the heart of Orange County. Apple already has a store in The Shops mall.
“Over a billion people use our products every day yet we don’t always have a way to directly connect with them,” Microsoft spokeswoman Kim Stocks told CNet. “We see the physical stores, as well as a consistent online experience, helping that.”
Like Apple, Microsoft also intends to take its shops global, the company told CNet, though declined to give details.
Microsoft has reportedly hired former Apple real estate chief George Blankenship as a consultant to help securing locations for its stores. The company has confirmed that it hired Wal-Mart veteran David Porter to head up its stores initiative.
The stores will open in the fall, just before Microsoft launches Windows 7 on October 22.
Posted by Leander Kahney in News, Retail Stores | Comment on this article
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“Apple already stores”, “Least week”, “One of key factors”, “It’s first two shops”
Can we get an editor to Aisle 3 for a cleanup, please?
Frank, on July 29th, 2009 at 8:12 am
@Frank. Thanks. Clever line. I fixed the typos.
Leander Kahney, on July 29th, 2009 at 8:48 am
MSFT continues to crack me up! I love the child pinkie sucking poster in their guru bar promo image. Ballmer is doing a heck of a job up there in Redmond. Heck of a job.
salsaman, on July 29th, 2009 at 9:08 am
I have a lot of friends at the Mission Viejo Apple Store (I’m a former employee myself) and, based on what they’ve said, I expect to see nothing less than a West Side Story-style rumble once the MS store gets going.
Ryan R, on July 29th, 2009 at 9:13 am
“The company has confirmed that it hired Wal-Mart veteran David Porter to head up its stores initiative.”
Incredibly appropriate. This is gonna be a wreck.
Shawn Pero, on July 29th, 2009 at 11:48 am
[...] Cult Of Mac. Tags: Apple, Microsoft, [...]
Microsoft decide local das primeiras lojas fÃsicas, e elas são do ladinho das Apple Store « Leitura Dinâmica 2.0, on July 29th, 2009 at 1:44 pm
Apple stores have stuff that you can’t find at Staples, Office Depot, etc. They are a destination. Another plus is the Genius Bar, where people know the products, and can actually offer fixes.
What exactly will MSFT stores have that Staples and Office Depot don’t have? Will there be a Genius Bar with actual smart people? Because when I used to call MSFT for support, I didn’t find too many. I run the MSFT Mac versions of Office, but I pray that it all works correctly, because calling for the PC version of Office was, and continues to be, a waste of dial tone.
And hiring a Wal-martian to run the show is not a good sign…
Erin's Dad, on July 29th, 2009 at 1:45 pm
Hmm. Why would I go to a Microsoft store?
If I wanted a copy of WIndows or Office I would order it online in an attempt to get it cheaper.
Same story if I wanted an XBOX 360. I wouldn’t want a demo of an XBOX 360 as I’ve seen them at my mates houses already.
So…. what other reason would I have?
The Answers/Guru Bar? Perhaps, but that would depend on how much they charge for advice and help. They would have to beat the prices of the three PC repair shops within a few km of my home.
One of the many reasons Apple stores are popular, IMHO, is that you can walk in the door and not be a minority. Everybody speaks your language. Every item works with a mac, ipod or iphone.
PC users, on the other hand, can go to any retailer and everyone speaks PC. Us mac users are the foreigners in those places, checking every item for a “mac compatible” sticker.
To expand the “cult of mac” analogy, Apple Stores are the temples of our cult, and that is where we go for fellowship with fellow believers, and to share and strengthen our faith in the almighty Apple.
Somehow I don’t think Windows users would be that bothered.
Alfred, on July 29th, 2009 at 3:18 pm
Strikes me like opening a Family Dollar Store next to Nordstroms.
imajoebob, on July 29th, 2009 at 7:54 pm
[...] a move that I don’t quite understand, Microsoft are planning to open retail stores similar to Apple’s successful retail stores. Microsoft is basically (and unabashedly) copying [...]
An American in Jordan » Blog Archive » Microsoft to Open Retail Stores, on July 30th, 2009 at 7:29 am