MacDailyNews’ intrepid sometimes-reporter “Joe Architect” went on a reconnaissance mission deep into enemy territory yesterday and he took notes about the Microsoft’s Retail Store “experience” in Scottsdale Fashion Square Mall in Scottsdale, Arizona:
• The mall all area around store rather empty. No line to get in. Keep in mind this is only 3 hrs after opening. Must have run out of “good” freebies. Pile of clear freebie HP printers still at area by “genius counter” or whatever they call it.
• Store was somewhat crowded but not even close to full.
• I would say at least 1/3 people were staff or ms promo folks due to obvious badly-colored logo shirts.
• Staff seemed older than what you see at apple. Not cool hipster geeks. Rather soccer moms and even retirees. “Genius counter” even had older workers – i.e. not helpful seeming geek types.
• Yes, this is a very obvious attempt to copy Apple, but on the super cheap.
• It’s like Microsoft copied the line drawings of the Apple ceiling plan (slot lights, luminous panels), but skipped the quality materials and refined detail. All cheap painted drywall – no metal bands, etc. Plastic luminous ceiling panels with poorly masked florescennt tubes. Also the ceiling is very low for retail. Compared to the Apple Store in Kierland this felt like a cave.
MacDailyNews Note: In all fairness, even if Microsoft doesn’t deserve it, the Apple Store, Scottsdale Quarter is a work of art and a mall store shouldn’t really be compared with it. That said, it sounds like any of Apple’s mall stores would make Microsoft’s look bad anyway – even before the products are placed.
• Big tables like Apple Stores, but made of cheap plastic laminate with wood pattern (vs actual hardwood). Dark brown plastic lam tops to be “different”. Just like zune. Clumsy detailing of legs to top. Display of product does not look “clean” like Apple. “Tasteless” is the word that keeps popping into mind.
• “Tons of cords” on tables. Just like that old iMac ad comparison. Lots of HP crap. HP must have out-paid Dell et al. Hodge podge of black and blue and brown and silver plastic. Makes for Best Buy-like look, but on lighter Apple-knockoff background (vs Best Buy blue shag carpet environ).
• Floor is cheap pergo-ish maple laminate (vs Apple green slate) aka your typical GAP store.
• LCD panels approx 5′ high running length of store both sides. Up high above side counters But nothing on them except repeating win logo. Perhaps a software glitch? Also display band is actually just stacked off-shelf lcds each with thick bezel. May work when you are far enough away but here you are so close any attempt to do big images spanning multiple panels will be very clunky.
• No other signage except ripoff of Apple app grid poster seen bottom right of photo. Truly could not decipher the “organization” of store. Disorganization is more like it. No clarity regarding which area is for this and which is for that. Just seemed like a blur of same junk on every table. Could be deliberate i.e. to confuse.
• Genuis counter seemed small (for assumed need) and the back is glass, so you really cannot see where it is.
• In the short time I was in there (30 minutes) I did not see anyone buying or even carrying anything. No shopping bags seen. No obvious queues at registers or staff with handhelds swipping cards (as you see pretty much constantly at Apple Stores).
• Lastly I would cite the poor choice of location in this mall. On darker lower floor of side leg down a bit from dramatic central atrium (food court/movies). Customers would have to go find it or randomly run into it. It’s really a poor choice as there are plenty of vacancies in better spots, but presumably they cost more to rent (more cheapness on the part of Microsoft).
MacDailyNews Take: Could Microsoft just be doing this for what they think is “publicity” with no intention of actually keeping these stores open and/or seriously building out a network of retail stores? If so, they’d really open themselves up to huge amounts of negative PR when the “closed” signs” go up in Arizona and elsewhere. Why would a monopolist with tens of billions of dollars on-hand not spend the relatively paltry sum it would take to do things right? Of course, we could ask that about Windows, Xbox, Zune, etc., too. Cheapness and/or laziness really seems to be ingrained in Microsoft’s DNA.