Microsoft plans to create "a better PC and Microsoft retail purchase experience for consumers worldwide through the development and opening of the company's own retail stores," the company announced Thursday.

The software giant appointed 27-year retail veteran David Porter as corporate vice-president of retail stores. He joins Microsoft from DreamWorks Animation SKG, where he was head of worldwide product distribution.

Porter will focus on rolling out Microsoft-branded locations and "transforming the PC and device-buying experience for retail consumers," reports Retailer Daily.

Defining the time frame, locations, and specifics for planned Microsoft-branded retail stores will be his first order of business: "The purpose of opening these stores is to create deeper engagement with consumers and continue to learn firsthand about what they want and how they buy."

The new role will complement the work Microsoft is doing with retail partners, according to Microsoft, which said Porter would work in closely with leaders of existing retail programs in Microsoft’s Entertainment & Devices Division.

Porter's first day at Microsoft is Feb. 16. He will report to Microsoft Chief Operating Officer Kevin Turner.

In November 2008, Microsoft extended its online store to US customers. (The store had already been available to UK, German and Korean ones.) And earlier this month it announced plans to launch an online bazaar for mobile and software.