Bricks and Mortar Still a Strategic Option?

Apparently Microsoft will opening up a couple of retail stores in Arizona and California this fall, which will be their first ones. Their corporate communications director stated in an article: "Microsoft's stores are a way for the company to introduce consumers to its products in person, but they are not meant as a product showcase or a replacement for big electronics stores ... However, Microsoft does want the stores to turn a profit".

It'll be interesting to see how this turns out, especially considering economic timing. Dell's model of having kiosks seems to be successful in communicating it's products in person with distribution still remaining in tact. On the other hand, the obvious trend of consumer shopping and researching online still makes me think about the move to bricks and mortar. 

Time will tell.

Comments

[Tim Peters]

It's hard not to give it a try when you see the success of the Apple stores.
Tim Peters www.callcenteroutsource.net

[A. MacDonald]

"It's hard not to give it a try when you see the success of the Apple stores."

At the same time, Microsoft products are much more widely available at other stores, whereas there is a limited number of 'brick and mortar' stores selling apple products (computer products at least). Apple might be better off having their products carried buy a number of different stores who carry a variety of brands to have their products more accessible and easy to find rather than Microsoft making specialty stores like apple. It is certainly worth while to do a trial run in a test market and see how the numbers fall out though.

[CT28KIRSTEN]

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