Google Opens Its First Ever Branded Retail Store In London
With a purpose to exhibit its products including Android phones and tablets, Chromecasts and Chrombook laptops, Google has introduced its first Google-branded store in London — something which Google has never done in any part of the world.
Google’s “Shop in a Shop” is located on Tottenham Court Road and is provided place within the Dixons Carphone PC World store. The Internet giant is hoping that its new initiative will improve people’s experience of purchasing Google devices.
“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,” the WSJ quotes James Elias, the U.K. marketing director for Google.
The Google Shop has created an excellent environment which is capable to stimulate the visitors’ minds for its services. The company terms this environment as “an immersive surround-screen installation.” So when anyone will enter the stores premises, they will be able to visit any part of the Earth, for which Google Earth will render ‘flying’ services.
Similarly, the users will be given an opportunity to contribute in Google’s logo by painting their version of logo using digital sprays. After painting their own take on Google’s logo, the users will be able to surprise everyone by sharing it with their friend via social media.
If we consider the financial side of Google’s initiative, we realize its action is more focused on branding instead of owning a showroom type store.
Talking about the store in an interview with WSJ, Dixons Carphone Chief Executive Sebastian James, commented on the Google’s exercise by saying “it’s billboarding” for the company. Mr James further explained that it was not any task for Google to setup a similar shop elsewhere because that could be “fantastically expensive” for the search giant. Dixons Carphone has not rented the place, but has housed Google Shop for branding exercise.
One thing which is obvious from Google’s exercise is that e-commerce, which is excessively being used, hasn’t been able to abate the significance of showrooms.
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