Microsoft has announced that it will close its retail stores due to its pandemic COVID-19 and will focus on digital sales, ie its online store at Microsoft.com, where its customers will be able to markets but also to ask for support. THE David Porter, vice president of the Microsoft Store, announced the company's decision on June 26, through a post on LinkedIn. Microsoft will continue to employ retailers, but will focus on sales, training and support for consumers, small businesses and business customers, Porter said. However, Microsoft will not close its stores in London, New York, Sydney and Redmond. Porter said the company would "imagine" them as new venues that would serve more as experience centers. However, he did not provide further details on how customers will be able to visit these centers. Microsoft initially announced plans to open retail stores under its brand name in February 2009.
In the last decade or so, Microsoft has begun to expand its retail presence, aiming to create a shopping experience similar to that of Apple, where customers could try a new one software and products created by her and her associates. Microsoft stores have offered users a place to view and test computers Windows, Windows Phones, Consoles Xbox and various third-party computers and phones, including certain phones Android. Some Micrososft stores, such as the New York store, which opened in 2015, also offered showcases for products such as Microsoft HoloLens as well as community / educational spaces.
However, Microsoft's retail stores have never reached the level of Apple. Microsoft has tried a number of tactics to quickly open more retail stores, making moves such as opening holiday pop-ups. bedspread in 2012 as part of the Windows 8 promotion. However, Microsoft has always lagged behind Apple in terms of the number of total stores and the traffic in them.
Microsoft said closing its retail stores would lead to a pre-tax charge of about $ 450 million, or $ 0,05 per share, as seen in the results of the current quarter ending June 30. Finally, it is unknown at this time what he will do after leaving the post.