Microsoft plans to open a chain of retail stores, just like Apple did, but is this the right move for the software giant or it will turn out to be another flop like the $300 million advertising campaign the company launched last autumn?
In the press conference announcing the chain of retail stores, Microsoft revealed that the main purpose of opening retail stores, besides increasing visibility, is to establish a deeper engagement with its customers and learn more about customer behavior.
However, if Microsoft intends to get rid of the stereotypes, which Apple reinforced with its "I'm a Mac" TV ads, this is surely not the way. When hearing about a Microsoft store, probably every customer will immediately say: "Just like Apple." This is definitely not the best way to rehabilitate your image.