Microsoft’s retail effort: Here’s some unsolicited advice

Zdnet: Microsoft has launched an effort to open retail stores to "create deeper engagement with consumers and continue to learn firsthand about what they want and how they buy." It even hired a Wal-Mart alum to head the effort. Not surprisingly, Microsoft’s idea spurred a good bit of head scratching. But maybe we all should be a little more constructive.

OK stop laughing. I know the history of technology companies trying retail stores has been a disaster. Gateway flopped. Dell’s kiosk plan didn’t quite work out so well. Apple worked, but I didn’t think it would. In fact, if Apple ever loses its design mojo those retail stores–housed in the most expensive real estate–still could crush margins.

But this story isn’t about Apple. It’s about Microsoft. The company hired David Porter, who joined DreamWorks Animation in 2007 as head of product distribution. Before that he spent 25 years at Wal-Mart–a little outfit that knows a smidge about retailing. Neither Porter nor Microsoft is stupid.