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Friday, 14 June 2013 10:40

Microsoft opens 500 stores in Best Buy

Written by Nick Farrell

Chapels to Apple’s cathedrals 

While Apple is still opening cathedrals for its cargo cults on the High Street, Microsoft is thinking a little smaller.

Microsoft has announced that it will open 500 special stores within existing Best Buy stores in the United States selling exclusively Windows-based tablets and computers and other Microsoft products in an effort to revitalize sales of its flagship operating system. Redmond already has a chain of 70 or so of its own Microsoft Stores and kiosks within shopping malls.

It said that the initiative would add more than 1,200 Best Buy Microsoft-trained “sales associates” to help customers. Microsoft has struggled to get the attention of shoppers at large retailers such as Best Buy due to the profusion of iOS and Andriod.
Tami Reller, head of marketing at Microsoft's Windows unit said that the new store-within-a-store approach "offers a large-scale, hands-on customer experience" of Microsoft products.

Of course it is not the only one to try this. Samsung Electronics also unveiled plans to install its brand shops in more than 1,400 Best Buy stores this year.

Nick Farrell

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