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

AT&T Launches First Joint DirecTV Bundle, with Wireless

By: Tara Seals    8/3/2015

AT&T is making good on its $49 billion acquisition of DirecTV with its first joint service offering: Duo-play packages that bundle satellite TV and ot…

Read More

Southern Tech Scene Can't be Ignored

By: Doug Mohney    8/3/2015

Austin, Boston, Silicon Valley, and Seattle are all well-known hubs for technology and startups-less so, southern cities with maybe the exception of A…

Read More

Google says Encryption Keys are in the Ignition

By: Peter Bernstein    7/31/2015

It has been such a wild few days in the cyber security area with all of the hacks, data breaches, exposures by security folks that all Android and wea…

Read More

Chattanooga Fiber Network Triple Play: Smart Grid, Gigabit, Green Energy

By: Doug Mohney    7/31/2015

Chattanooga is unique for a gigabit class network that covers the entire community, serving over 150,000 homes and businesses. Its advantages go far b…

Read More

Strategy Analytics: Shakeups Abound in the Tablet Market

By: Steve Anderson    7/31/2015

While the tablet market is something of a lesser phenomenon compared to the smartphone market, there's still quite a bit happening. A new report from …

Read More