Continuing our look at how internet companies are breaking into physical retail, we were interested to see another online giant embracing the trend, as last week Google opened their first ever shop-within-a-shop, imaginatively called ‘The Google Shop’ inside Currys PC World store on Tottenham Court Road in London.
The new store provides a place for customers to come and try some of Google’s products, including Android phones and tablets, Chromebook laptops and Chromecasts and to see how the advices work together and interact with different pieces of software.
As well as selling Google merchandise, the shop will also teach people how to use Google devices and apps, with regular events and workshops demonstrating how Google’s range of devices work together to enable a ‘connected lifestyle’ For children, they will also be offering ‘Virtual Space Camps’ teaching coding, with open house events for teachers to access Google’s range of free educational tools.
Speaking to Retail Focus, UK marketing director for Google, James Elias, described Google’s vision for the new store:
“The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years. With the Google shop, we want to offer people a place where they can play, experiment and learn about all of what Google has to offer; from an incredible range of devices to a totally connected, seamless online life. We think it’s a genuinely unique try-before-you-buy experience.”
Senior project manager for Currys PC World, Ainsley Sykes described their excitement at being able to team up with Google to provide such an innovative retail format with such a well-known global brand:
“We are delighted to partner with Google in bringing a world first retail experience to one of our stores. This will be a new and innovative way for customers to engage in-store, interacting with the immersive technology as well as having fun while learning. Google experts will be on hand to maximise the experience for users and provide help and support around the Goggle eco system. This fantastic space compliments the interactive and informative environment we aim to create for customers visiting all of our stores.”
Currys PC World are now planning to open to open two more slightly larger Google stores inside their Fulham and Thurrock Megastores.