December 27, 2012
Microsoft will celebrate 2013 by opening six new U.S. retail outlets to give customers more exposure to its products, the company announced Dec. 26.
The move is a continuation of Microsoft’s 2012 strategy to foster consumer awareness of its latest products — its Windows 8 operating system, Windows Phone 8 Smartphones, and its Surface tablets running Windows RT and Windows 8 — by letting people test drive its software and devices in person.
“We have always said that we will adjust our strategy, and open additional stores to deliver the choice, value and service our Microsoft customers have come to expect,” said Jonathan Adashek, Microsoft’s general manager of communications and strategy, sales and marketing services group.
The new locations include:
• The Shops at La Cantera, San Antonio, Texas
• Dadeland Mall, Miami, Fla.
• Beachwood Place, Beachwood, Ohio
• Westfield San Francisco Centre, San Francisco
• City Creek Center, Salt Lake City
• St. Louis Galleria, St. Louis
Microsoft will not stop at these six new locations, however. The software giant, which is competing with Apple’s retail successes, will also extend a majority of its specialty store locations into the New Year.
“We will also transition some of those specialty stores into permanent full-line stores given the great success we’ve had with them,” Adashek said. “We look forward to opening the doors of these stores, and many others, where our direct connection with customers will be built one interaction and one relationship at a time.”
In 2012, Microsoft opened 51 new full-line and specialty stores, including its first international stores. Four stores were opened in Canada in the cities of Edmonton, Burnaby, Vancouver and Toronto.