Unique Identity for Microsoft Stores

Microsoft hasn’t been shy about its intention to compete head-to-head against Apple with its new stores, at times-as at the Mall of America-locating directly across from its highly lauded rival that has set new standards for customer experience retailing.

A RetailWire piece back in October looked at Microsoft’s strategy of opening in close proximity to Apple. A number commentators on the RetailWire BrainTrust panel of retailing experts saw it as a “me-too” path to failure.

The sincerest form of flattery

“If imitation is actually the sincerest form of flattery, Microsoft has been tossing compliments at Apple left and right with its new Microsoft retail stores. Not only are Microsoft stores taking up positions nearly Apple stores, however they have adopted much of the Apple feel. But beneath the surface, the two stores are as different as the products they sell.”

Mr. Methvin’s answer would be for Microsoft to “create about a half-dozen of the best darn Windows hardware and configurations on the face of the planet. … There would be no trialware or other junk on these setups. The out-of-box experience should be quick and make people happy they bought from the Microsoft store and not from some big-box discount place.”

“I visited the Microsoft Store at the Mall of America a couple of months afterwards commenting about it on RetailWire. During the store had good foot traffic, it suffered from the ‘identity crisis’ that many of us predicted last fall. … The store was dominated by ‘demonstration’ spaces where clients can try out laptops and other equipment. However some of Microsoft’s proprietary ‘wins’ seemed curiously underplayed.”

Matter of fact delivering the goods is not a strategy

“Playing ‘me-too’ or ‘me-better’ with Apple without as a matter of fact delivering the goods is not a strategy,” wrote Paula Rosenblum, managing partner, RSR Innovation, agreeing with Mr. Methvin on the need for signature Microsoft hardware. “What Microsoft is missing is a flagship product that defines it. I have recommended to every MSFT exec that will hear me that the company should make its own line of PCs-high end, sleek, so then made. Yes, I know to a certain extent it’s an Apple ‘me-too’ nevertheless it would as well deliver the goods.”

Larry Negrich, retail business development consultant, Avnet Innovation Solutions, wrote on RetailWire that he believes Microsoft already has the product line it needs for focusing the customer experience of its stores: the Xbox.

“MSFT has the ability to control the home base of the consumer via an appliance that can integrate communications, home entertainment, and the entire web experience,” wrote Mr. Negrich. “Build the store around that message. Show the potential of an Xbox server that becomes the central communication, education, and entertainment component of the home and the ultimate connection to the cloud. And show the powerful machines that a host of vendors have built that work within this framework. Change the playing field, focus the message on something positive for MSFT, and look good doing so.”

So, my advice to Microsoft is to keep it up, keep learning, keep adjusting and keep getting better. Taking on Apple nose to nose is a good strategy-they’re the best so, let’s see how you stack up.”

Dean A. Sleeper, CEO & TVP, AccessVia, Inc. concurred. “There’s a reason that retailers of a type locate themselves at the same time. It brings the audience to town and if you can’t compete on that basis, you have no business trying.”