It struck me as ironic that a leading technology company puts in motion an engagement strategy that hinges on a brick-and-mortar foundation. Microsoft opened it’s first store in Scottsdale, AZ today specifically as a way to better connect to customers. While it may be an attempt to be on a level playing field with Apple (I hear the Microsft store has a similar format), the fact remains that in each case, these two companies founded on technological innovations feel the need to invest in direct connections with consumers.
What about the promise of social media? This is where the customers are, online. This is where and how you need to engage with them. Blog, create fan pages, converse on Twitter. Brick-and-mortar is dead as is TV, print, and all other traditional marketing efforts.
The fact is, if you want to grow and maintain your business, you need to offer multiple communication and connection points to your customer. You need to be where customers are regardless if it is digital or tangible. Some of your connection points are highly scalable, some are more intimate. Each serves a purpose in your marketing arsenal. Each can compliment each other.
I don’t know that Microsoft stores will be successful in the long run. Gateway, Dell, and other technology companies have tried the brick and mortar model and failed or at least haven’t done well. I think it depends on how Microsoft defines success of the stores. If the over-riding strategy is truly to create customer connections over stellar store sales, then the storefront may well prove its usefulness and ROI. Staying on that course though will be challenging when sales may be low and operating costs are not balanced out. If sales are important, the coming holiday season may be an indicator if Microsoft made the wise investment.
Filed under: CMO seat, communication, customer relationship, social media marketing, customer engagement, customer experience, customer relationship, social media marketing
