Microsoft Looks to Overpower Apple
In a July RetailWire poll, 54 percent of
respondents thought Microsoft’s move into operating its own retail stores was
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.
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."
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
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?
- Microsoft takes aim at Apple with store – Pioneer Press
- Microsoft will open store at Lenox Square – Atlanta Business Chronicle (sub.
- Microsoft Store