Putting all the partisan squabbles aside, it might be interesting to take a look at what creative ideas these “retailers”, their consumer consultants, and their retail designers have brought to the table in terms of innovative retail design and visual merchandising.

Software is by nature interactive and one of the key features of the Microsoft stores is customer interactions with the software product and options reflected onto a continuous band of wall display screens.  A visual merchant at Nordstroms once complained to me that they had lots of video screens but nothing to put on them.  Microsoft’s stores solve this production problem by featuring the customer’s interaction with the product. While some customers found that being completely surrounded by digital activity made them a bit dizzy, others reported a sense of openess and expansive space as everything from landscape vistas to video games came into view.

Apple has the Genius Bar and Microsoft the Answers Bar. Whatever you call it, it’s almost a no-brainer that by moving the place where you go to get help with products away from the cashwrap and the exit, you will increase customer retention and sales.  Going to the “bar” is a much better customer service solution than asking customers to chase a sales associate around the store.  It funny to think that the Genius Bar was seen as such an innovation when Apple made it a feature of every store. When a customer has to head for the cashwrap and the store front exit just beyond, they are much less likely to dive back into the merchandise than to continue out the door without making a purchase.

The Microsoft Store also features “Surface” tables. Interactive table tops, surrounded by comfortable seating, where you can relax, learn and play.  So many stores seem to always be selling so hard that they rarely create a place for relaxation, interaction and play.  The Apple and MS stores may not be taking this “third room” concept as far as say Starbucks but maybe they should. Some customers have taken things into their own hands declaring the Apple’s Genius Bar the Best Place to Date.   Still other Apple Store lovers make YouTube videos on the state-of -the art gear or use the store as a kind of mobile office space.  Microsoft stores haven’t engender this type of creative use and loyalty yet. 

Every retailer’s dream is to make their store that “got to see it, I can’t live without it” kind of place. Take a closer look at these two rivals and grab some interactive retail ideas that work.

Even as retail construction continues to falter, retail employment has finally begun to improve.  The U.S. Department of Labor reports job losses are slowing down.  While the U.S. economy lost 22,000 jobs overall to start 2010, the retail industry added 42,100 jobs in January.  Apparel, grocery and electronics lead the way with hardware and building supplies trailing.

Retail Architectural firms continue to struggle with a contraction of billing for retail design services which began in 2008. A recent AIA survey based on information gleaned from their membership, Moody’s, McGraw Hill, and others, suggests a 2010 decline in retail construction of over 17%. This compares to an overall 13% decline for all non-residential construction.  Improvement of 1.8 percent is predicted for 2011 but details for the retail industry were not broken out. Once again it is difficult to determine if these statistics include small retail infill and tenent improvements or only development projects.

Some indicators point to overall economic improvement in 2010 but both residential and non-residential construction typically lag emplyment and general economic recovery.  Is February too soon to start looking forward to next year?