Source: http://www.theglobeandmail.com/technology/take-a-tour-of-microsofts-first-store-in-canada/article5344584/?from=5353443

http://www.theglobeandmail.com/globe-investor/new-microsoft-retail-store-aims-to-establish-cool-stuff-factor/article5353443/

http://www.buyric.com/vancouver/directory/apple-store-coquitlam-centre-2829-barnet-hwy-coquitlam-bc/buyric-com-1517/

New Microsoft retail store aims to establish ‘cool stuff’ factor

The competition of a new industry, tablet, between Microsoft, Samsung and Apple has come to Canada. The first Microsoft retail store outside the US has opened in Toronto. Microsoft not only saw the growing market in Canada on customer purchase of their software and hardware, but also the long term benefits of opening a retail store as a tech firm. By opening retail stores in different countries, Microsoft would gain more public exposure with its new products. Customers can experience the new features and also use the social space in the back of the store.

The new store focuses on giving customer a hands-on feel of the products, to focus on its new product, the surface

Look at how similar the microsoft store and apple store are.

This new trend of tech firms opening retail stores is growing despite of the risk of increasing cost of the rent. These retail stores are less about sales but more on branding the company and its products.