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Microsoft will open its first retail store in Europe on Thursday as the software giant seeks to strengthen its physical presence and compete with other high-tech companies offering unique in-store experiences to customers.
The Microsoft store, with an area of 21,932 square feet, will be located at Oxford Circus, in the center of London's famous shopping district, just down the street from Apple's flagship site, Regent Street. London will be the third flagship destination of Microsoft, with Sydney and New York.
In Microsoft's flagship store in London
CNBC | Benjamin Hall
"This is our very first foray into Europe and we could not be happier to be in London," said Chris Capossela, Microsoft's CEO, in an interview on Tuesday.
Microsoft is part of the growing list of technology companies that are developing their physical presence to complement online sales. Amazon plans to open 3,000 unboxed grocery stores by 2021. The Chinese technology giant Xiaomi announced to CNBC in February that it expected to triple its number of stores in Europe from here. the end of the year.
Richard Lim, CEO of the research firm Retail Economics, said high tech companies were looking to generate buzz and build brand loyalty by offering new in-store experiences.
"The main sites like Oxford Street, where the traffic is sustainable and where the experience is much more than the retail, are one of the essential ingredients of success," said Mr. Lim.
A McLaren in the London store of Microsoft
CNBC | Benjamin Hall
The 3-storey Microsoft store includes an Xbox game room, a custom McLaren, meeting rooms for corporate customers and a digital clbadroom where students can learn to code. Cindy Rose, CEO of Microsoft UK, said the store would appeal to consumers in general, as well as to more targeted customers of the company, such as businesses and gamers.
The store also showcases Microsoft Surface computers and tablets, which have helped Titan software expand its hardware business. Sales of surface devices increased 21% quarter-over-quarter from the previous year.
"The Surface material you see throughout the shop will become a big seller," said Capossela. "There is no doubt that a physical store is actually a very good choice for physical products, which partly explains why we are here."
Microsoft Surface Book exhibited in London's flagship store
CNBC | Benjamin Hall
The opening of stores gives Microsoft a rare group of companies that can afford to grow in Britain in the UK. A record high: 2,481 stores disappeared from the 500 largest streets in Britain in 2018, consumers choosing to shop online PwC.
"As more and more stores close the main streets of the UK, it will generate more online sales," Lim Retail Economics said.
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