蘋果、微軟打響零售肉搏戰(zhàn)
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????步入位于加州圣克拉拉市的微軟（Microsoft）零售店，你一定會覺的這里的氛圍似曾相識。也就是說，像極了馬路對面那家玻璃墻壁包圍著的、亮堂堂的蘋果（Apple）零售店。微軟正在效仿蘋果大獲成功的零售經(jīng)驗，從不著一字、只有商標(biāo)圖案的店面設(shè)計，到可以重復(fù)使用的購物袋，無不透出與蘋果較勁兒的意思。微軟在2009年才開設(shè)了第一家零售店，現(xiàn)在它與蘋果這個根基深厚的科技零售巨擎的戰(zhàn)況如何？為了將二者的顧客體驗做個比較，我花了相同的時間在微軟和蘋果的零售店里緩步閑逛。以下就是我的發(fā)現(xiàn)。 |
????Strolling around the Microsoft Store in Santa Clara, Calif., there's no getting around the fact that you've seen this all before. Like, across the street -- where a brightly lit, glass-paneled Apple Store stands. Microsoft (MSFT) is effectively emulating Apple's (AAPL) wildly successful retail experience, from the wordless, store logo out front to the branded, reusable shopping bags your purchases are stuffed in. How does Microsoft, which opened its first location in 2009, stack up against the entrenched technology retail juggernaut? I spent equal time shlepping around both stores to compare the customer experience. Here's what I found. ? |
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微軟 ??? 零售店數(shù)量：已有14家，還有三家即將開張 ????第一家門店：位于亞利桑那州斯科茨代爾市，2009年10月22日開張。 ????負責(zé)人：大衛(wèi)?波特，微軟零售店業(yè)務(wù)副總裁 ????圣克拉拉店里的顧客人數(shù)：14人 ????店內(nèi)員工：11人 ????迎賓員工：1人 ????來自員工的問候：4次 ????最佳問候：“您在找什么特定的東西嗎？我們和其他零售店不一樣，不會讓您覺得不勝其擾。我們知道如何掌握過分殷勤和袖手旁觀之間的平衡。” ????自稱不拿銷售提成的員工人數(shù)：2人 ????告訴我正在看的一款筆記本并不適合我的員工人數(shù)：1人（“您不會想要那一臺的，它太重了?！保?/p> ????站在微軟Kinect體感游戲機前面伴著小甜甜布蘭妮《Toxic》的歌聲扭動身體的男性員工人數(shù)：1人。 ????公司折扣：無 ????促銷活動：3個，包括一張價值200美元的商店禮品卡，可以用來購買價格為699美元及以上的電腦；如果購買Xbox 360游戲機，還可以免費獲贈一款價值60美元的游戲。 ????當(dāng)我表示我還想再看看蘋果筆記本時，一名員工回答說：“我們的定價更有競爭力。您看這臺華碩（ASUS）的超級本怎么樣？它十分輕薄、時尚?！?/p> |
Microsoft ????Stores: 14 with three more coming soon ????First store: Scottsdale, Ariz. on Oct. 22 2009 ????Executive-in-charge: David Porter, Corporate Vice President, Retail Stores at Microsoft ????Customers at the Santa Clara store: 14 ????Employees on the floor: 11 ????Employees at the entrance: 1 ????Employee greetings: 4 ????Best greeting: "Looking for something in particular? Unlike other stores out there, we won't harass you. We know there's a balance between being asked for help too much and not at all." ????Employees who said they don't receive commission: 2 ????Employees who said I wouldn't want the laptop I was looking at: 1 ("You don't want that one. It's too heavy.") ????Male employees writhing to "Toxic," by Britney Spears, via Microsoft Kinect: 1 ????Corporate discounts: None ????Sales promotions: 3, including a $200 store gift card for purchasing a PC priced $699 or higher and a free $60 game with the purchase of an Xbox 360 ????One employee's reaction when told I was also looking at Macs: "We're priced more competitively. What about this Ultrabook from ASUS? It's slim, light, and sexy." ???????? |
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