Microsoft has had some tough times in the past few years. The increase in competition and the sudden emergence of the Apple phenomenon has caused Microsoft to focus selling their company image rather than their product through direct selling. Microsoft recently established their first Canadian retail store in Toronto’s Yorkdale mall, and it is evident that customer appeal was a significant factor in the blueprints of the store. Celebrities such as Wayne Gretzky have endorsed the new store, and massive monitors cover the walls from edge to edge. In fact, all the screens in the store, from the massive television screens mounted on the walls to the tablets put on display, are touch sensitive in hopes to keep customers more engaged. Microsoft is also trying to establish stability in the community by lending back store space, comprising of a 103 inch touchscreen monitor, free to community groups. However, this strategy is not without risk. Companies such as Best Buy have experienced many problems with owning expensive retail stores. The investment of a retail store could be a drag on future income statements if the store fails to increase revenue, but companies such as Apple have found great success using this strategy. In the end, I believe that this marketing strategy has potential, but well trained employees to enhance customer experience and satisfaction is essential for the success of this strategy.