In a July RetailWire poll, 54 percent of respondents thought Microsoft's move into operating its own retail stores was a "somewhat good" to "great move" for the company. Forty-one percent thought it was a "somewhat bad" to "very bad idea."
How good or bad the idea is will soon be put to the test at the Mall of America as Microsoft opens a store directly across from Apple. One big difference between the two stores will be size with Microsoft operating in a space roughly twice that of the Apple location.
Jeff Green, president of Jeff Green Partners, said Microsoft's plan is to grab foot traffic by setting up so close to Apple.
"It's a great move that will generate cross-shopping," Mr. Green told the Pioneer Press. "This is better for Microsoft than it is for Apple. Sometimes you want to be directly across from your competition."
Mr. Green did have some reservations about the size of the store, however, referring to the Apple environment as being more intimate.
Microsoft is looking for products such as its Xbox 360 game console and its Kinect motion-sensor device, which allows play without a controller, to set itself apart.
Mika Krammer, general manager of merchandising, marketing and experiences for Microsoft's retail venture, told the Pioneer Press that consumers entering the store will find "there is an energy and a look and feel that is definitely unique."
Separately, the Atlanta Business Chronicle reported that Microsoft plans to open a 7,900 square-foot store at Lenox Square in the Buckhead section of Atlanta. Microsoft currently operates stores in Arizona, California and Colorado. It also plans to open a Seattle store next month.
Discussion Questions: Does Microsoft have the right products and approach to succeed in retailing? Is it taking the right tact by inviting direct comparisons with the Apple store?