I was an hour early for dinner with fabulous wife Whitney Connaughton and friends last Friday so I thought I’d tool around the local Apple store for a bit. The Back Bay Apple store in Boston is a thing of beauty — and it only took two years to get Boston’s historical commission to approve the design.
It’s a typical big format Apple store. I took some cool pictures and got to meet Ron Johnson back in 2008 when it opened. Spinning off the central spiral staircase, the store is spread over three floors with computers mostly the focus on one, iPhones, iPods and accessories on two and training space and more accessories on three. I needed to get Whitney a keyboard for her iPad and selected this lovely one from Logitech. I was surprised to discover that there were no wandering, wireless cashiers in the store. I actually had to go back down to the second floor and wait in line — the horror — to get to a regular register to pay.
One aspect was completely consistent with every other Apple store visit I’ve ever made. Not only were there tons of people in the store, there were tons of people buying stuff — all kinds of stuff — in the store. It’s one of those amazing retail chains like Target, Costco and Whole Foods where there just seems to be something in the air that makes people want to empty their wallets and purses at high speed.
Mission completed, I crossed the street to the Prudential Center mall where I was surprised to see, right at the very center of it all and in the highest foot traffic spot, a brand new Microsoft store. On first glance, it looked just as busy as the Apple store.
I cruised around the store and noticed a few things right away. Although well staffed and attractive, it was a lot more cramped and harder to move through than any Apple store. Also, the tables featured a wide mix of brands. This isn’t a comprehensive list, but I noticed laptops from Acer, Vizio, Samsung and all-in-one type PCs from Lenovo and HP, I think. Most were running Windows 7 although there were a few computers and tablets running Windows 8 to try — not to buy. They definitely did not have the Lenovo X1 Carbon I have my eye on, however. Phones from Nokia and others were all running older versions of Windows Phone, not the new 8 system.
There were also XBox stations set up at each end of the store and lots of people were playing or watching others play. All of the accessories, like laptop cases and boxed software, were set on shelves at the two ends of the store. Yep, right below the XBox television screens thus requiring a potential customer to get in way of all those people focused on the XBox playing. So the physical layout left a lot to be desired.
But the punchline, of course, was that in the 20 minutes I spent perusing the store I did not see a single person buy anything. Not one thing. Why would that be? I’m open to anyone’s theories. A couple of things occured to me:
- Lack of consistency: At Apple, distinct areas of each store are dedicated to one thing, such as iPods or laptops. In each area, there’s just a whole bunch of the same machines to play with. The message is pretty clear and there’s not much comparing to be done. At Microsoft, too much was jumbled together and yet everything was split apart. I am in the market for a laptop. Should I go to the table called “laptops,” “ultrabooks” or “entertainment laptops”? And each table had a half dozen compeletly different models each with its own tiny sign filled with tiny print showing the specs.
- Poor layout: As I mentioned above, everything felt cramped, packed together and in the way of everything else. I went to look at the laptop cases but quickly realized I was blocking the view of some people watching an XBox player on a big screen TV on the wall above where the cases were. Embarrassing. And where would I pay? No idea. It made me feel confused. So cramped, embarrased and confused. Not emotions I associate with a positive buying experience.
- Mixed branding: People see Apple ads on TV or otherwise decide they want to buy an Apple product. So they head to an Apple store. Makes sense. I see a Samsung ad on TV. Where do I go? Is there a Samsung store? What do they have to do with Microsoft? Is Samsung’s Android phone there? I want a Lenovo laptop running Microsoft Windows. It’s actually not here.
p.s. Dinner was at Bin 26 Enoteca, an upscale Italian place on Charles Street near the Boston Common with good food and a ridiculous wine list. Recommended.