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专栏 - 苹果2_0

苹果、微软打响零售肉搏战

JP Mangalindan 2012年03月06日

苹果(Apple)公司内部流传着一个老笑话,那就是史蒂夫·乔布斯周围是一片“现实扭曲力场”:你离他太近的话,就会相信他所说的话。苹果的数百万用户中已经有不少成了该公司的“信徒”,而很多苹果投资者也赚得盆满钵满。不过,Elmer-DeWitt认为,在报道苹果公司时有点怀疑精神不是坏事。听他的应该没错。要知道,他自从1982年就开始报道苹果、观察史蒂夫·乔布斯经营该公司。
苹果的零售店生意做得风生水起,每次新品发布,店前都排起长龙。现在,微软也想依样画葫芦。本文谨通过数字来对比两家零售店的区别。

    步入位于加州圣克拉拉市的微软(Microsoft)零售店,你一定会觉的这里的氛围似曾相识。也就是说,像极了马路对面那家玻璃墙壁包围着的、亮堂堂的苹果(Apple)零售店。微软正在效仿苹果大获成功的零售经验,从不着一字、只有商标图案的店面设计,到可以重复使用的购物袋,无不透出与苹果较劲儿的意思。微软在2009年才开设了第一家零售店,现在它与苹果这个根基深厚的科技零售巨擎的战况如何?为了将二者的顾客体验做个比较,我花了相同的时间在微软和苹果的零售店里缓步闲逛。以下就是我的发现。

    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.

 

 

微软

    零售店数量:已有14家,还有三家即将开张

    第一家门店:位于亚利桑那州斯科茨代尔市,2009年10月22日开张。

    负责人:大卫•波特,微软零售店业务副总裁

    圣克拉拉店里的顾客人数:14人

    店内员工:11人

    迎宾员工:1人

    来自员工的问候:4次

    最佳问候:“您在找什么特定的东西吗?我们和其他零售店不一样,不会让您觉得不胜其扰。我们知道如何掌握过分殷勤和袖手旁观之间的平衡。”

    自称不拿销售提成的员工人数:2人

    告诉我正在看的一款笔记本并不适合我的员工人数:1人(“您不会想要那一台的,它太重了。”)

    站在微软Kinect体感游戏机前面伴着小甜甜布兰妮《Toxic》的歌声扭动身体的男性员工人数:1人。

    公司折扣:无

    促销活动:3个,包括一张价值200美元的商店礼品卡,可以用来购买价格为699美元及以上的电脑;如果购买Xbox 360游戏机,还可以免费获赠一款价值60美元的游戏。

    当我表示我还想再看看苹果笔记本时,一名员工回答说:“我们的定价更有竞争力。您看这台华硕(ASUS)的超级本怎么样?它十分轻薄、时尚。”

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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