Retail Centers Push PC 'Scenarios'

Facing flat PC sales, Microsoft and Hewlett-Packard (HP) are launching “experience centers”-in-store installations that show consumers common scenarios available to them with HP and Microsoft products. The centers demonstrate new uses of PCs, such as digital entertainment and networking, that could inspire consumers to upgrade to the latest technology.

Microsoft’s Retail Sales and Marketing Group and HP are initially teaming up with retail partners Circuit City, J&R Computerworld, and Micro Center on the centers. Four home scenarios are currently demonstrated: creating and sharing digital images, working with digital music, improving home office productivity, and wireless networking, with 16 additional scenarios being considered. Each experience center is staffed by Microsoft and HP employees, who answer questions and conduct demonstrations; customers are then referred to retail staff who can describe the products in more detail and make sales. The pilot program is deemphasizing price: Microsoft and HP do not break out the exact products involved in each scenario or specify how much they cost.