This document discusses observations of various computer retail stores, including Apple, Microsoft, and Sony. It notes that while Microsoft and Sony copied Apple's store layouts, they missed Apple's focus on easy usability and user experience. Apple stores provide a working environment where customers can easily interact with devices, while Microsoft stores felt like an overly aggressive copy and Sony stores were too busy. The document also discusses the history of computer retailing from specialized shops in the 1980s to the rise of Apple stores focusing on user experience over technical support.

1. Insights and Hidden Opportunities
Observations in the World of “Computer” Retailing
Kirk Bloede
November 1, 2012

2. Summary of Observations
• Visited Microsoft, Apple and Sony stores (also B&O and Bose, plus
Williams-Sonoma)
• Observed Sony and in particular Microsoft highly copied Apple in the
“physical” sense
• But missed the “soul” of Apple
– Apple seems to provide a real working layout
• Can use the devices to get work done, e.g., browse, check one’s email
• Easy to interact with the devices
• Superior lighting for the showing of the devices
– Microsoft feels like a very deliberate copy of Apple (a turn-off)
• Sales people (SP) overly aggressive and wanted to control the usage and interaction
with devices, in particular the new Surface (6 different SP attempted to interact)
• Devices were not as easy to understand and interact with
• Xbox and gaming were the front window “eye candy” attempting to draw you in
– Sony while a copy was also much more “busy” in its layout
• A little bit of everything … but more focus on big screen TVs.

3. Creativity and the History of Computer
Retailing
• Computerland and later Businessland were two of the original computer
retailers in the 1980s
– Focused on educating what a computer was and why it was of value (now
much more about user experience)
– Heavy training oriented (service around resolving HW/SW issues)
– Printing (dot-matrix) was a strong element (no printers today – direction to a
non-print world)
• Shift in the 1990s and slightly beyond to driving volume and lower cost
– The rise of Dell (build to order) and the death of computer retail
– Role of technically educating the consumer in a store disappears

4. Creativity and the History of Computer
Retailing
• Rise of the computer appliance, return of the retail store
– Apple, the manufacturer, creates its own brand in retail
– Against all conventional wisdom, Apple returns to retail store format, but in a
radically new model:
• Now, the “education” is how beautiful everything is to see and touch and how easy
to use – the user experience
• Store design is inviting, innovative (no cash registers, everything is out to be used
and interacted with, approachable, not shrink-wrapped on a shelf)
• Highest sales per sq. ft. in retail today
– Apple’s store design is envied and copied by its most direct competitors, but
they lack the unified brand presence and the overall retail experience is less
pleasing
– The shopping experience is more like a conventional retail experience (e.g.
Williams-Sonoma) – the product is a computer appliance, the customer is no
longer threatened by its complexity and is drawn to its aesthetic qualities

5. Computerland (1980s)
• Message – it’s easy, it’s for all
types of people, dedicated
stations
• Task–oriented/business-like and
more serious, not necessarily fun

6. Microsoft (today)
• Lots of screens and lights …
bright
• Very obvious copying of Apple
– Light wood floor, wooden
display tables, open
design, liberal use of glass and
color accents
– Products available to use
– LOTS of sales personnel on the
floor
– No cash registers

7. Sony (today)
• Busy layout, hard to find what you
really what
• Loud music (ties to Sony’s history
of video and music)
• Device displays brightly lit but
dark areas for video/TV displays

8. Apple (today)
• Clean, crisp open design
• Architecturally interesting in
many cases; careful attention
to detail, visually inviting
• Lighting is effective but
subtle; “cool,” not “hot”
• Store personnel are attentive
but not intrusive
• Store design is dedicated to
the user experience