Microsoft Hits Michigan With Somerset Crossing Store Opening

By Steve Anderson February 05, 2013

These days, when people think “Detroit”, the first thing they think is commonly not “upscale shopping.” But out in suburban Detroit—specifically, Troy—there's a complex that's a downright Mecca of upscale shopping in the form of Somerset Collection, a massive retail complex that features a huge array of upscale names. By the end of this summer, it will have one more upscale name to its credit as Microsoft opens its first retail location in Michigan in Somerset Collection.

The Microsoft store is set to open on the second floor of Somerset North, near Macy's, putting it in the same general vicinity as the Apple Store location in Somerset Collection. Given that most of the new Microsoft stores that opened through February 2012 opened within a few feet of existing Apple Store locations, it's enough to indicate that Microsoft may have a larger plan in mind for future locations, putting them directly head-to-head against their longtime rivals. Some analysts have noted that Microsoft store locations have a very similar overall feel to Apple stores, even down to the attire of employees.

 

Microsoft stores, meanwhile, sell pretty much the full array of Microsoft products. Naturally, they sell desktops and laptops, but also offer the newer product lines like Windows Phone systems and Windows-driven tablets, like the Surface. They also offer Xbox 360 consoles, proving it's not just about productivity. Four other stores are also in the works for Microsoft, with plans to open in suburban Boston and suburban Chicago (Natick and Schaumburg, respectively), as well as locations in Honolulu and Portland, Oregon. They join a larger body of 64 total stores, outmatched by Apple four to one. Apple has over 250 stores to its credit, including five locations in Michigan alone.

Microsoft's retail position is somewhat soft against Apple's, but it really hasn't been at it so long. It's enough to wonder what Microsoft is thinking here; with the decline of brick-and-mortar being seen on several fronts in favor of online and mobile commerce. But since many brick-and-mortar locations are coming under fire by a practice known as “showrooming,” in which users go to a brick-and-mortar location to examine products and get better informed about them on a hands-on level, then turn to online sources to find the best pricing, so it may be that Microsoft is trying to establish a showroom presence.

While Microsoft's overall strategy here is unknown—it could be just a simple case of monkey see, monkey do—there are certainly plenty of possibilities. Regardless of the overarching strategy, Troy shoppers will soon get a chance to get better acquainted with—and hopefully buy—an array of Microsoft products soon.




Edited by Ashley Caputo

Contributing TechZone360 Writer

SHARE THIS ARTICLE
Related Articles

Three Reasons Passwords Are Here to Stay

By: TMCnet Special Guest    7/28/2015

Siber Systems explains why someday passwords will be a thing of the past, but not any time soon.

Read More

Wheelings & Dealings: Visa Joins Amex with Giant Investment in Payment Startup Stripe

By: Laura Stotler    7/28/2015

Payment startup company Stripe has scored a whopping round of funding, with Visa taking a major interest in the company's technology. The funding amou…

Read More

Google Removing Google Plus Requirements

By: Andrew Bindelglass    7/28/2015

When Google first revealed its answer to social media giants Facebook and Twitter in 2011, it was met largely with a fizzle. With membership in Google…

Read More

US Seventh Circuit Court of Appeals Validates Class Action Suit Over Data Breach

By: Peter Bernstein    7/27/2015

Since what follows is about legal matters, let me start with the disclosure that I am not a lawyer, have no legal training and this is not an attempt …

Read More

The Do's and Don'ts of Viral Content Promotion

By: Drew Hendricks    7/27/2015

Viral content promotion is the word we use to describe content that just simply takes off on its own. It creates a brand out of nothing and can quickl…

Read More