VMSD - October 2020 - 11

T ir as p ols ky / Shutte r s toc k.c om
r blf m r / S h ut t e r s t o c k . c o m

stress that they reflect my own opinions and ideas - an analysis of the
brand's physical retail presence through the "Next Store" lens.
Future Strategy
Thinking ahead, we see the Microsoft Store evolving into a hub that
represents the "future of digital lifestyle" - a powerful source of
messaging and education for all things designed to make our lives more
productive, engaging and rewarding.
Microsoft could "own" this experience, and we envision the
utilization of its assets first (i.e. Skype) and then incorporation of
technologies/best practices that are meaningful to the customer. Keep
in mind that Microsoft acquired Skype in 2011 for $8.5 billion - but did
you ever see any evidence of this in stores?
We envision experience centers that could be a game changer for
Microsoft and elevate its retail format from a "nice store" to a true
"digital hub" including the following elements:

Skype Center: Microsoft is an international brand and many of its
locations are in convention centers that host international buyers. It
makes perfect sense to offer up a Skype call center that would allow
customers to book a Skype call. The center would tie to a global network
to demonstrate Skype's influence on the world of communications.
Jump to present day: can you say Zoom?! Point made!
WiFi: The store would be a beacon of speed and branded experience.
A "Speed of Microsoft" juice/tea lounge would power up entrepreneurs
every morning from opening to lunchtime and again in the evening.
This opens up collaboration with Teavana or Starbucks that leverages a
natural connection between two more famous Seattle-area brands.
World of Microsoft: Corporate social responsibility and
sustainability platforms displayed on a panel depict not only Microsoft's
efforts but those of non-profits engaged in promoting this agenda.
Business Incubator: Each month a mentoring program would
bring a new local or regional business into a lab environment where
entrepreneurs could access the store's assets (experts, equipment) all
under the watchful eye of the public, who could offer input/support
while watching this local business plan a perfect kick off.
Digital Kitchen: A new experience in the Microsoft Store would
relate to the coming digital revolution in homes and businesses. A
section of the store would be built out in a home environment to
demonstrate the benefits of Microsoft products.
Projection Mapping/Digital Experience: The store would be the
first to bring new devices and equipment into the retail store arena.
I can't help but imagine the outcome if Microsoft had implemented
some of these ideas. This is what we call activating a store, and I think
in hindsight it was the crux of the problem as compared to Samsung,
AT&T and, of course, Apple.
The possibilities were endless and, quite frankly, Redmond - it's still
not too late! 

Brian Dyches is a Director at Los Angeles-based Corbis
(www.corbisstudio.com). Follow him on Twitter @
CorbisStudio.

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VMSD - October 2020

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