Six new Microsoft Stores announced for the United States, Europe still waits
December 28th, 2012 - 05:05 am ET by C. D.
Microsoft has decided to increase their visibility via dedicated stores. While no shop projects have been unveiled for Europe at this time, six new stores will open in the United States in 2013.
While Apple has already opened their Apple Store’s which get priority access to their products, other groups like Microsoft have now decided to implement similar strategies. Microsoft has moved away from their traditional software development to now create hardware products that support their operating systems, like the Surface tablet range.
Following along the same lines, Microsoft will add to their 51 existing Microsoft Stores, including one that was opened in Canada last year, with six new stores to open in the United States in 2013.
Some of these stores will be granted the title of Specialty Store, while others will be Full-line Store offering all products and services associated with the Windows environment. Jonathan Adashek, Microsoft’s Communications and Strategy manager has indicated that these store openings aim to provide expertise and product guidance for the Microsoft software world (and now hardware with the Surface tablet) while creating more direct interaction with consumers.
The strength of Apple Stores has only increased Microsoft’s desire to provide increased customer focused services for users, making their systems more accessible while demonstrating that the company goes further than just working with computers.
The opening of these stores will then be followed by the appearance of Microsoft Store’s in Europe (possibly starting with the United Kingdom), with their aim being to increase the visibility of Microsoft products while allowing direct points of contact between users and the company.
We will have to wait and see if this strategy will work. Other large companies have already tried to follow the Store concept, abandoning the strategy due to its high costs.