- 12-17-2012, 03:41 PM #1
Excited about the Surface tablet? Want to see one in person, instead of online, or if you are lucky, at a Microsoft Store near you...(Mmmm not a chance there).
Well great news, they are now being sold at your local Staples or Best Buy locations!!! Or is it great news?
Let me tell you about the great maketing fail by both of these retail outlets. First, I visited Best Buy, excited that I may finally get to touch a Surface tablet and explore all the many features I have been reading about. My anticipation was high as I walked into the store. I read that they would be displayed in the Mobile department as well as the computer section of the store. I walked in and immediately saw what I thought was the tablet but shook my head in disapointment when I saw the display. Complete and utter marketing failure!!! There were 3 key immediate features that were not in play here. First, the screen was locked, and no one knew the password, not even the Best Buy GeekSquad manager, seriously?!...come on. Next, I noticed that no keyboard was present, no mention of it anywhere in the display. Finally, I went to pick it up and test the kick stand...FAIL!!! couldn't access it because the security lock on the back of the display model kept the kickstand from being opened.
Frustrated and confused, I asked the set up manager why this "Surface" display was set up this way. I mentioned that 3 key features are going to be missed if this display is not fixed. He looked puzzled and said Mmmm, not sure what happened. I have a picture of it on my phone set up correctly from earlier this morning. I looked at the picture and sure enough there the Surface was standing tall with keyboard and kickstand out and opened as well as the new interface. Curious. I then asked "What the heck happened between this morning and this afternoon. He said "not sure". Then a strange thing happened. He went on a rant about how he hated Microsoft because they put small business competion out of business and that they are an evil empire. "I will never use a Microsoft product again" he quipped. Wow, seriously! Then it dawned on me that maybe that picture was for show, showing the display set up correctly to satisfy a Microsoft requirement, and then after the picture, they set it up whatever way the saw fit.
If Microsoft expects to boost sales of the Surface tablet, and market this excellant tablet as it should, then they should market this product like Apple does. I would have purchased an endcap in the store with two Surface Tablets on display, one with the touch pad and one with the keypad. The display would have "Microsoft Surface" in large bold letters above the two as well as logo and other advertising materials displayed accordingly. I would put as much fanfare in the display as Apple puts in theirs.
The Surface tablet is innovative and can be a home run if someone in Marketing gets off their lazy butts and innovate instead of procrastinate! I plan to do a YouTube video about this subject. Stay tuned! In the mean time check out a few pics of the display I snapped to show the fail in action.
Last edited by thetawave; 12-17-2012 at 04:02 PM. Reason: forgot imagethetawave
- 12-17-2012, 03:55 PM #2
I know this because I worked in a Future Shop (Canadian electronics store owned by Best Buy) for a year selling computers. I came to hate planograms.
12-17-2012, 03:59 PM #3
- 125 Posts
I had a feeling this would happen.. unless the sales staff are not already completely biased towards Apple products they will neglect MS and its Surface. MS needs to get the retail outlets some training and ensure their products aren't being treated this way.
Too many times have I gone into electronics stores and have been given the "why would you want that?" statement when it came to inquiring about Windows Phone, Windows RT tablets and Windows 8.
It irks me pretty bad.
- 12-17-2012, 04:03 PM #4
I make planograms, and I hate that not a single box boy can read them and setup the display correctly. I do not do this type of display, but same concept applies. If its a ikea chair or something that the box boy paid for he will take hours figuring out the instructions to set it up, but if its something he is getting PAID to do, he will do a **** poor job as fast as possible just to complete the task.
Yes apple PR could sell school books for the next century on how to market a product line in the united states.
To be honest, BB is not interested in selling many mobile devices it seems. All the phones at my BB are non working display units EXCEPT the iphone. Again, apple genius somehow.
BTW not trying to attack any poster, just my job frustrations with most retail staff.
- 12-17-2012, 04:09 PM #5
Thanks for the info. Yes you are right. I actually worked for a third party company that did a "reset" for Best Buy. Although our group did a good job following the Planogram, sometimes the Planograms were really bad and we had to improvise.thetawave
- 12-17-2012, 04:19 PM #7
I take a great bit of pride in how well I put together my instructions on my displays. I would say the biggest problem is that BB was trying to use their tablet hardware to secure a device that should have been setup like laptops. Though I do not believe the surface has a cable lock ability.
- 12-17-2012, 04:20 PM #9
I didn't see any at the best buy I went into this past weekend(san Antonio) and wondered wtf? Luckily one mall has a Microsoft island with surfaces and phones on display, and a Microsoft store is opening up across from apple at the nicer mall. Also, its pretty common (in my experience) to find laptops/destops locked, leaving you unable to explore the device.
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Last edited by Jastow; 12-17-2012 at 07:13 PM.
- 12-17-2012, 05:15 PM #11
- 12-17-2012, 06:50 PM #13
pretty much, and a large portion of it is based on a blind misguided hatred for some evil entity called M$ that doesn't exist. Really, some people "hate" Microsoft because somebody heard from somebody who heard from somebody who heard from somebody that somebody else's friend lost their homework assignment one time when Windows 95 crashed on them.
It is like hating Mercedes because someone told you Hitler used to own one.
- 12-17-2012, 07:57 PM #14
12-18-2012, 04:42 AM #16
- 185 Posts
and this boys and girls is why best buy will go out of business in a few years. Just like circuit city, bad execution of employees and a business model that is totally outdated. I love tech and always share my information when I go out and buy something if something has a question, but man most of the employee know jack-s**t if you know what I mean. This really is a sad story. That got me to wondering. Are the kiosk things in best buy run by actual apple reps, or just best buy anyone know?
- 12-18-2012, 09:24 AM #19
I tried to see one at BestBuy in Geneva IL. Couldn't see one anywhere and asked someone in the PC/MAC section if they had one set up. The guy looked at me like I was stupid and pointed me to the iPad's. I said I read that BB was supposed to be selling Surface now and they should have one on display. He then said he heard WP8 sucked and BB was more than likely waiting for the 1st service pack before they start selling them??? I said Surface doesn't even run WP8! The guy then just walked off.
I left the store really pissed off. I hope MS goes in there and knocks some heads.
- 12-18-2012, 10:17 AM #20
- 12-18-2012, 12:21 PM #22
The store in Louisville Ky on Shelbyville Rd has a dedicated Apple rep to work their kiosk. He does an excellent job representing Apple and is very knowledgable. If you are every in that area and need something Apple related, he is your man. Apple products sell very well at this location because of his interaction and knowledge of the product, his people skills along with a good product. I did demos at that location for Lexmark and Sony and was amazed at the attention the Apple area received. The Surface tablet needs a similar setup in order to let people know how great this tablet is...thetawave
12-18-2012, 02:35 PM #23
- 8 Posts
I checked the BB out in stafford, va at lunch, Surface was jammed next to a couple other tablets. Did see a couple guys there just to look at them and were going to buy them. Probably did their research online and just wanted to see it in person before making the final decision. Best buy will continue to degrade and disappear if they keep this business model up. I remember reading how the CEO wanted to restructure the entire company and follow apple's customer oriented service model, but shareholders and upper management tried to crucify him cause it would cost too much money to restructure that way.
- 12-18-2012, 03:29 PM #24
12-18-2012, 03:45 PM #25
- 116 Posts
I have a friend who is handicapped that I have helped decide that a Surface is the best device for him. We can pin all his favorite websites to the start screen and using a stylus (he currently uses the eraser end of a pencil on a laptop touchpad) he can use the touch screen interface with ease.
Anyway, I haven't been able to get him hooked up with his new Surface yet because I have had to be out of town. This morning we talked on the phone. He was at our local mall this past weekend and he wheeled his chair into the Best Buy Mobile store there. He wanted to play with the Surface while waiting for his wife. He asked if they had it. The gentleman working there told him that they would never carry it because Microsoft wanted them to sell it for less than cost and they weren't going to buckle to Microsoft. My friend asked if the "big store" was going to have them. He also replied no for the same reason.
I informed him that manager or salesperson was full of bovine excrement and that we would get him his shiny new Surface on Thursday at Best Buy or Staples. Microsoft needs to find a way to get this situation under control. People are just making up crap. <rant>If they were my employee I would fire them on the spot. I don't care if you don't like a product you get the sales you can get. It is not your job to convince people to buy your favorite product. Do that on your own time?</rant>
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