Microsoft vs. Apple in Retail - the winner?
Two things to start with - first the winner is Apple. By a mile. Second - I'm actually falling back in love with Microsoft. Nadella has taken some bold moves that only he could, not being burdened with the past like Bulmer, and really getting them back to core values. In many senses he has just done what any new CEO should do, and what ours, Carlos Ghosn did back in 1999. He's taking them back to what they do best and what customers expect them to do and selling, slicing away the rest. Hard decisions when jobs are on the line.
Anyway - I digress.
During a business trip to New York last week and taking advantage of a reasonable GBP coupled with cheaper US prices I decided the time was right to get a Surface Pro 3. Top spec. Which I'm writing this on actually. Flash verdict - AMAZING machine let down by a clunky OS which by all reviews will be beautifully fixed in Windows 10 (see points about Nadella - getting back to what they "should" do best).
As such I got up close and personal with what I assume is a premier retail experience from Microsoft. And in a lot of ways it was very good, very slick, very Microsoft.
And that, I guess, is the problem. Let me try and compare like for like (I've bought a TON of stuff from Apple retail).
1 - THE STORE.
Not a street away is the Apple store at the top of 5th avenue. This one is at the top of the Columbus shopping mall. The 5th avenue store is a shrine of glass and disciples. All queuing to get in. The Microsoft one is a cart (Actual picture above). I kid you not. It like one of those mobile carts in the middle of the floor. Its not even a shop. I was a little surprised. Only this one was not selling hair clips or sweets. It was selling 2000 dollar tablets...
The Apple store with its benches, free roam and free wifi is a place to hang out. And hey, maybe buy something. This wasn't. Not even any wifi. I hear there is a proper store at Time Square - I may drop in and have a look next time I'm in NYC.
2 - THE GREETING.
Pop into an Apple store and someone will pop over, say hi, ask if you need anything in a very easy but actually slick way leave you alone. In Microsoft the greeter came across and thrust his hand out for a handshake. It felt very weird. And very scripted. A little Mancunian candidate. The forced smile. The stiff demeanour. It was all present.
3 - THE DEMO.
Get a demo from an Apple employee and its very friendly. What do you want to know? Nothing, fine. All very "matey". An Apple employee is clearly briefed to be your best friend.
The Microsoft one was a little different. Want a demo. Nope. Well, let me just show you Windows 10 (I've been told I have to). No thanks. How about how OneNote works with the pen (been told I have to do that one as well). Nope. He does them both anyway. He was a nice enough chap, just doing what he was told. It was a little forced.
4 - THE SALE.
Not a huge amount different if I'm honest. What is missing though are the innovations you will find in the Apple Store. No iBeacons. No App that you can pay with and walk out. No receipt in your mailbox as you walk out the door - the Microsoft one took a full 24 hours to turn up. Of course I was already sold - I knew what I wanted and walked out with it. Wonder what it would be like for a unsure customer?
Good point - there was there was a good deal on for Keyboard, case and Office 365, I also got a 10% discount just by showing my daughter was a student. Double bubble.
Bad point - the salesman gave me a business card. Yes. A business card. More weirdness.
5 - THE FOLLOW UP -
Just like Apple I received a mail (not long after my receipt) asking for my views on the store. What will I say when I get round to it?
Close - but no cigar. Reality is they are copying the Apple process and applying Microsoft to it. So the forced demo. The handshake. The business card. The faintly crap store. The lack of Wifi. These are all things easily fixed (if not cheaply for the store, but I guess this is their interpretation of a pop up store).
The hardware and software divisions are coming on strong - Windows 10, Surface Pro 4 on its way, lots of fat trimmed from the organisation and a renewed vigour and zest. For the first time in many years I would work for Microsoft.
At the end of the day that is the most ringing endorsement I could give. Oh, and the Surface Pro 3 is a great machine. It will be an amazing one when Windows 10 turns up.
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