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Microsoft Retail Outlets Mystify Consumers

by Terrence O'Brien on November 28, 2010 at 02:00 PM

Microsoft Store
When Microsoft opened its first branded store last year, it was assumed that the company was serious about combating Apple and the retail juggernaut it's become. But, as malls across the country teem with consumers toting the signature white Apple shopping bags, Microsoft appears to be drawing significantly less interest. After the Los Angeles Times monitored both the Apple and Microsoft stores in the Mission Viejo mall for a half hour, it counted six times more Apple patrons leave with purchases than the Microsoft store. When interviewed, many people leaving the Microsoft shop seemed confused as to why it even existed.

Customers noted that most of what the Microsoft store had to offer could be purchased at places like Best Buy, frequently with lower prices. The Apple store, with its proprietary iron grip, offers a number of exclusive products that can't be found in other retailers. Without exclusivity, variety or low prices, there is little to lure consumers to the Microsoft outlets. (Another advantage for Apple is its vague and elusive "cool factor," which analyst Phil Baker says that Microsoft lacks). It's entirely possible that the retail stores are only meant to improve Microsoft's brand visibility, rather than compete with Apple. But only Microsoft knows for sure.

Tags: AppleStore, microsoft, microsoft store, MicrosoftStore, retail, shopping, top

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