In an interesting retail move this afternoon, software giant Microsoft announced a strategic partnership with consumer tech retailer Best Buy in an initiative that will situate Windows stores inside at least 500 Best Buy chains across the U.S. and 100 in Canada. The tore-within-a-store concept is a unique idea for both companies and will aim to bolster Microsoft’s retail sales as it only boasts 44 brick-and-mortar shops–some still in the works–which is simply a blip on the radar when compared to rival Apple’s 407 worldwide.
The Windows Store within Best Buy will range from 1,500 square feet to 2,200 square feet where Microsoft will be able to showcase a slew of devices powered by the Windows operating system including tablets and PCs, Windows Phones, Microsoft Office, and Xbox gaming consoles.
In addition to Best Buy’s already burgeoning team of Microsoft specialists, the retailer will add approximately 1,200 Best Buy Microsoft-trained sales associates to create an engaging customer experience throughout the 600 plus locations in North America.
As for job duties per new new staff, each store will feature an innovation space highlighting a variety of Windows operation scenarios across multiple devices and platforms; a showcase section with the latest Windows-based PC form factors such as ultrabooks, convertibles, detachables and hand-held devices; and a standalone area featuring the dexterous Microsoft Surface.
Both companies will also use the store for joint-promotional efforts including events and marketing showcases.
According to the press release, Tami Reller, chief marketing officer and chief financial officer of the Windows Division at Microsoft is thrilled at the idea of establishing friendly relations with Best Buy noting, ”
The Windows Store offers a large-scale, hands-on customer experience that will show customers how Windows and Microsoft devices and services can make it easier for them to work and play. We’re pleased to partner with Best Buy in bringing the latest technologies to consumers at scale in a unique environment where they can explore how Microsoft products fit together across entertainment, travel, music and other scenarios.”
If sales numbers get a boost from the partnership then kudos to both companies, but as far as Microsoft is concerned, I’m not exactly sure if its a move for the better. They’ve already tried to mirror the style and functionality that drives the Apple retail store and customers to it, a recipe that is proven to work as Apple reached global sales of US$16 billion in merchandise in 2011 to lead the United States retail market in terms of sales per unit area.
Obviously Best Buy will give Microsoft the opportunity to move more products but perhaps the move is one out of desperation as Microsoft has failed to capture the imagination, and wallets, of store-goers the way Apple has and likely will continue to do.
Stay tuned to BostInno and your local Best Buy for the latest updates as the Windows Store at Best Buy will roll out from late June through September.
