Microsoft’s First-Ever Store

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Microsoft makes retail debut to bring consumers more choice, better value and more customer service.
 
While Microsoft celebrated the launch of its new flagship operating system Windows 7, their first retail store was opened in Scottsdale, Arizona, with a second one following in Mission Viejo, California shortly afterwards.
 
The new store is designed to enable customers’ to experience Microsoft’s products, from laptops and PCs to mobile phones and third party software.
 
Opening a retail store is a major step for Microsoft, and is the latest in a series of initiatives to engage more directly with customers and improve the experience of purchasing and using Microsoft-based technology.
 
“Our customers have told us they want choice, better value and great service when shopping for technology, and that is what we will deliver through our Microsoft stores,” says David Porter, corporate vice president of Microsoft Retail.
According to Porter, the design of the stores is uniquely Microsoft, with four “zones” that focus on different types of technology experiences. “We want to showcase what’s possible with the full Microsoft brand.”
 
The walls are lined with large LCD screens that create a more immersive atmosphere and display landscapes and product images designed to create interest and spark the customer’s curiosity. Below the digital signage, all-in-one PCs are set up which deliver a multimedia experience.
 
For Xbox enthusiasts, a gaming zone features a 94” screen with seating and controllers to play with.
 
According to store manager Cheryl Hibbard, every detail of the Scottsdale space has been designed to facilitate interaction among customers, the technology, and the store’s highly trained staff.
 
“Our employees will be able to showcase our products in a way that’s never been done before,” Hibbard says. “Our job in the retail stores is to provide a welcoming environment where everyone can learn more about our products and how to use them to benefit their life.”
According to Hibbard, the store design and experience is centered on three core principles: elevating customer choice, providing more value and delivering great service.
 
Microsoft Surface tables are used to compare cell phone rate plans as well as enable customers to create their own ringtone and send it to their phone in-store.