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October 22, 2009 8:01 PM
by Gary Allen
Few Surprises at Microsoft Retail Store Opening
Today Microsoft opened the first store in a renewed retail endeavor at
the Scottsdale (Ariz.) Fashion Square shopping mall, with a large
crowd drawn by tickets to a free Ashlby Tisdale music concert, free
Zune HDs to the first five in line, $25 gift certificates in a gift
bag, and highlighted by the company’s gift of $1.1 million to local
charities. Microsoft COO Kevin Turner and other company executives in
suits cut the red ribbon on the ground-floor, 60-foot wide store, and
a curtain dropped to reveal a white interior, wood floor, wood display
tables and front-to-back video screens on both sidewalls. Store
employees wearing T-shirts in official Microsoft colors
enthusiastically greeted the first visitors with hand-clapping and
yelling.
The store’s interior design held no surprises—the storefront is all-
glass, the lighting is bright, laptops from various companies are
displayed on tables and on display counters along the walls, and a
service area is at the rear of the store. There are two Microsoft
Surface technology tables, and a small display of cellular phones. An
Xbox 360 area at the back of the store sports a large flat-screen
display and controllers so visitors can try out video games. Near the
rear of the store is the “Answers” suite that provides technical
service for customers.
The interior space is interrupted by a line of large, white support
columns that runs front-to-back on the left side of the store.
Centered at the front of the store, over the door, is the new square
logo for Microsoft’s stores.
The blond wood floor matched the wood of the display tables. The table
tops are black, non-wood material. Promotional materials are displayed
in curvy white acrylics that have black bases.
Local reporters said the line was a mixed collection of Ashley Tisdale
fans hoping to snag one of the 1,000 free tickets to her 5 p.m.
concert or 100 opportunities to get her autograph, along with persons
interested in the retail design. One man in line he came to give
Microsoft “one last shot” at improving its products and operations.
The first five persons in line appeared on Wednesday afternoon, and
recevied free Zune HDs from Microsoft for their early arrival.
Those entering the store were given gift bags with a $25 gift
certificate, some mints and other gimcracks.
The store is managed by former Houston Galleria Apple store employee
Cheryl Hibbard, hired just last July. Earlier, she told the
MicroSpotting Web site that hiring full-time employees for this first
store was one of the “greatest gifts” that Microsoft could make to
the surrounding community, which has been “impacted heavily” by the
economic downturn. The store employs from 80 to 100 persons, Microsoft
has said.
Just before the 9:30 a.m. opening, Turner told the waiting line crowd
that many persons had said to him, “OK, Microsoft. You’re going to
do retail stores. What’s up with that?” Turner answered, “You
know what? Our customers—you—have asked for retail stores, and
that’s why were doing retail stores. We’re going to offer that
customer choice that you want, and that you deserve.”
He said the stores would offer a way to show customers how to
personalize their software and hardware—”to make it your own.”
The stores will also offer “great value,” Turner said, adding that
customers have asked for more value, “and we’re going to show that
and share that with you today.”
Lastly, Turner told the crowd, “We’re going to give you great
service.” He said the difference in service will be “the quality of
the people that we have on our Microsoft retail team right here in
Scottsdale.”
Turner thanked a long list of persons in general who helped bring the
store’s to fruition, and David Porter by name, the initiative’s
“first employee” and now vice-president of Microsoft’s stores.
Porter stood to the side of the opening ceremonies and never spoke to
the crowd.
Turner concluded, “This store is a continuing committment by
Microsoft to get closer and closer connected to our customers. And
that’s what we’re all about. It’s really listening and hearing
what our customers say, and taking that feedback.”
Turner then told the crowd that last year Microsoft has a
philanthropic history, giving away $498 million in Microsoft products
last year worldwide. He held up a large check made out to the Valley
of the Sun YMCA for $1,050,000. However, in the “Memo” field of the
check it noted, “$1 million in software and $50,000 cash.” He also
presented a large check to Goodwill of Central Arizona for $25,000 in
cash.
Phoenix mayor Jim Lane appeared, telling the crowd it was, “a great
day for Scottsdale,” saying the store would match up “high tech
with high fashion.”
After the opening, Turner told a reporter that it was “a magical day
for Microsoft,” and that the stores stores would stand out from
Apple’s stores by developing deeper customer connections. “We’re
not looking for an encounter, we’re looking for a deep-seeded
relationship so we can truly connect with their needs and help
illuminate the magic of software and the value of the technology,”
Turner said.
However, taxi driver James Smith, 31, was not impressed. He told a
Reuters reporter, “They’re doing exactly what Apple did five years
ago—the concept’s a rip off.” Smith added, “Microsoft might
have come up with a better idea than taking Apple’s straight out.”
In a press release, Microsoft listed all the freebies associated with
the opening:
First 1,000 people to visit the store will get 2 tickets (each) to the
Ashley Tisdale concert
First 100 people to visit the store get an Ashley Tisdale autograph
after the concert
First 1,000 people to visit the store will receive a free Grand
Opening Day gift bag.
First 350 people to purchase a PC will get a free copy of Office Home
& Student.
First 1,000 people to purchase a PC will get a free HP D1660 printer.
Anyone who purchases a PC between 10/22/09 and 12/31/2009 will receive
50% off their purchase of Windows 7 software.
Microsoft has posted a collection of grand opening videos, and Gizmodo
has posted a story on the opening. Also watch this narrated video
about the store’s interior.
Watch a video of the ribbon-cutting ceremony with Hibbard and Turner.
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