While Microsoft’s Corporation (NASDAQ:MSFT)’s efforts to magnify its presence in the post-pc era have not been all that fruitful, it has proven that it is not one to give up that easily. In a display of its increasing aggression, the company is expanding its retail front in an unprecedented fashion. It has even been noted by AppleInsider that some of its retail stores have been placed in close proximity to Apple’s existing retails stores.
Apparently, Microsoft’s intentions to add more brick and mortar to its retail business have been in the pipeline ever since 2009. All through, Microsoft Corporation (NASDAQ:MSFT) has tried to elude the eye of the media with regards to its expansion plan. An idea that started as a way to suppress competition from Apple Inc. (NASDAQ:AAPL) has now developed into an independent self driven project.
Back in 2009, it was reported that the first physical Microsoft Corporation (NASDAQ:MSFT) store was partly driven by ideas sourced from Apple’s existing stores that had already established a national and global footprint at the time. Apple’s ‘Guru Bar’ was widely viewed as an idea behind the service package offered at Microsoft’s first physical retail store. Apart from borrowing ideas, Microsoft was also found to have tried to lure some of Apple’s retail employees into its stable.
Since 2009, Microsoft’s expansion has been gradual but progressive. However, today, it came to light that the company will soon launch 11 more stores. This was revealed through Microsoft’s official retail website. These stores will target the North American marke,t and are expected to test the elasticity of consumers, as 10 of them will drag Apple Inc. (NASDAQ:AAPL) into a head to head scenario.
These ten will actually be located in shopping districts and malls that are closely placed with existing Apple stores.
Here is a roundup of the ten stores.
- The Fashion Centre at Pentagon City in Arlington, Va
- Kenwood Towne Centre in Cincinnati, Ohio
- Walt Whitman Shops in Huntington Station, N.Y.
- The Shops at Prudential Center in Boston, Mass.
- Christiana Mall in Newmark, Dela.
- Yorkdale Shopping Centre in Toronto, Canada
- The Westchester in White Plains, N.Y.
- The Mall at Rockingham Park in Salem, N.H.
- The Florida Mall in Orlando, Fla.
- The Village at Corte Madera, Calif.
To overhaul the grand openings of some of its stores, Microsoft will use entertainment as bait. A good example is the free Flo Rida concert available for the first 1200 customers who visit the new Florida Mall in Orlando.
This initiative will be instrumental in increasing Microsoft’s chances of sending ripples down the retail frontier.