FEB. 13, 2009 • Following in Sony’s and Apple Inc.’s footsteps, Microsoft Corp. has plans to open its own retail stores. A small number of locations are planned at first. The company has long maintained a strong merchandising support team that has a track record of fixtures design. Microsoft has hired David Porter, who comes with 25 years experience with Wal-Mart Stores, to oversee where and when the Microsoft stores will be opened. Computers running Microsoft software, Xbox 360 systems and games, plus cell phones running Windows Mobile are expected to be featured.
Impact: Manufacturer branded retail stores are generally more about corporate branding as opposed to making a huge impact on the bottom line. Microsoft is a widely known name, but they do not necessarily have strong retail branding. The Xbox brand has gone a long way toward enhancing the “coolness” image of Microsoft. Having a retail store devoted solely to Microsoft products could help the company promote its long desired strategy of obtaining synergy among PC, console and mobile products.
