A Surface Retail Reality CheckReading Time: 2 minutes
Whatever the buzz that got some people to line upo for the midnight launch of Surface sales at Microsoft Stores last night seems to have dissipated quickly. This afternoon, I stopped by the popup store in Westfield Montgomery Mall in Bethesda, Md. It was a slow time of day, about 3 pm on a Friday, but the heavily staffed store wasn’t having a lot of luck even getting passing shoppers to stop and take a look at its assortment of Surface tablets and Windows 8 laptops. At one point, I counted five customers (at least in the sense they were looking) and 10 store employees, probably mostly contractors.
Here’s a very of the same store, located at the crossing of two main aisles, from the level above:
And here, for contrast, is a shot of the Apple Store located directly above the Microsoft popup. It’s actually pretty empty by Apple standards, but Microsoft would die for this sort of quiet time.