14 DAY TRIAL // Microsoft is beginning to look a lot like Apple, at least as far as its retail network is concerned, and even though the company says that it’s trying a completely different approach, it’s very clear that the two are going side by side in this retail network war in the United States.
A recent analysis by re/code reveals that Microsoft now has more than 100 stores in the United States and Canada in an effort to bring its products closer to potential buyers, just like rivals from Apple, but what it misses it’s the customers to purchase these products.
The source explains that the majority of Microsoft stores are very easy to find in the United States, but in most of the cases, “workers outnumber customer” and it’s quite easy to get some 1:1 time and discuss with a company employee to get information on a specific device or service.
Microsoft’s stores, however, are based on a different approach, the software giant explains, as it doesn’t necessarily try to sell the products, but more to give visitors the chance to try them out. For example, the company’s flagship store in Manhattan is also offering some demo time with the HoloLens, while the majority of locations allow visitors to try out devices, such as PCs, laptops, phones, and even play on the Xbox the latest games available on the platform.
Apple also looking at Microsoft for future store facelift
Microsoft is also using gigantic screens in its stores to advertise its products, a strategy which Apple is only now looking into and which could make it to a number of Chinese locations in the near future.
But for the moment, Microsoft is yet to find out how Apple is actually bringing so many people in its stores, as it’s a well-known fact that the majority of Apple Stores are often very crowded and packed with customers who are eager to try out the company’s latest devices.
Microsoft, on the other hand, doesn’t seem to be very worried about this and claims that its retail strategy is going according to the plan.
“Are we pleased with our traffic? Yeah,” Microsoft retail general manager Kelly Soligon was quoted as saying. “Do we always want more? Yes.”