Step Aside, Windows And Apple, Intel Is Launching Its Own Retail Stores
By Sam Lewis
Just in time for the holidays, computer chip-maker announces opening of pop-up stores
Best known for its processors inside personal computers, Intel is trying out a new idea this holiday season: retail stores. The Santa Clara, CA-based company will be rolling out the first of its pop-up stores in an effort designed to boost Intel’s brand.
Intel faces major challenges in the awareness of its brand as sales of personal computers have been steadily declining and ARM (a competing maker of computer processors) based tablet sales have been booming. Microsoft faced a similar branding challenge, turning to Best Buy to launch “Windows Stores” inside retail locations to boost PC sales.
The chip-making company will be launching the first of its pop-up stores in New York on Nov 23. The retail locations are designed specifically for the holidays, opening a month before Christmas, only to close in late January. A promotional video from Intel says the company is “redefining retail” with free movies on Fridays, free coffee, lectures from local speakers, a showcase of PCs, tablets, and other Intel devices in the pop-up stores. Each pop-up store will physically change three times per day. Intel designed the pop-up stores with a layout that allows products to be shifted about several times daily, keeping consumers exploring the store with each visit.
Most notable about Intel’s new pop-up stores is how it will approach retail. Visitors of the stores will be able to try Intel products with a new, hands-on approach — letting customers take home Intel products "to see, touch, and play with the latest devices with Intel Inside." However, the new stores will not be selling devices to shoppers, as the locations are being used as a momentum gainer. This may seem strange, but Intel believes it will allow consumers to take in the Intel brand and gain interest in its products. Purchases can be made in-store on the web to be shipped to shoppers’ homes or they can buy Intel devices elsewhere. Additionally, Intel will be using the pop-up stores as recycling centers for consumers’ used electronics.
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The launch of the New York pop-up store marks Intel’s first attempt at any type of retail store, despite having products in retail locations across the globe. The locations of all Intel’s pop-up stores, along with full details of products the locations will promote have yet to be disclosed. For now, Intel is teasing consumers with its pop-up stores as more details are expected to be released by the company as Black Friday approaches.
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