Google takes bigger step into retail with branded London store
Google is taking a deeper step into the retail world with a newly-launched "store within a store," located in London, that will give the company a venue to promote products such as Android phones, Chromebooks, and the Chromecast.
![[The first Google Shop.] Image Credit: WSJ](http://photos.appleinsidercdn.com/gallery/12119-5715-BN-HI829_google_G_20150311073514-l.jpg)
[The first Google Shop.] Image Credit: WSJ
The new Google Shop is based inside the Currys PC World outlet on Tottenham Court Road, as noted by The Wall Street Journal. Although Google has branded the space, the company isn't making any direct sales income; instead, all sales are going to Dixons Carphone.
Dixons Carphone CEO Sebastian James elaborated that the Shop is "billboarding" for Google, and not being rented out. He nevertheless described it as "fantastically expensive" for Google to have constructed, and an experience that can't easily be reproduced.
One attraction in the space is a surround-screen installation where people can fly over the planet using Google Earth. Another, the "Doodle Wall," lets people use digital "spray cans" to do a version of Google's logo and share it on social networks.
Google has said it is planning to open two more London-area shops later this year, within Currys PC World stores in the boroughs of Fulham and Thurrock.
The Google Shop is a step up from American pop-up stores, and the Chromebook showcases in US Best Buy locations and various Dixons outlets in the UK. The company has also had its own staff working in chains such Walmart and Office Depot.
The new effort may be intended to draw mindshare away from Apple, which has its flagship London store a short distance away on Regent Street.
It's unknown though if Google will venture into a fully owned and operated retail business, which could put the two companies in even fiercer competition. Two years ago the Journal reported that Google was considering the possibility, but so far it hasn't taken any concrete steps. Now it has an increasing number of hardware products it could potentially sell, including phones, tablets, Android Wear watches, and Nest home automation gear, as well as a variety of accessories.
[The first Google Shop.] Image Credit: WSJ
The new Google Shop is based inside the Currys PC World outlet on Tottenham Court Road, as noted by The Wall Street Journal. Although Google has branded the space, the company isn't making any direct sales income; instead, all sales are going to Dixons Carphone.
Dixons Carphone CEO Sebastian James elaborated that the Shop is "billboarding" for Google, and not being rented out. He nevertheless described it as "fantastically expensive" for Google to have constructed, and an experience that can't easily be reproduced.
One attraction in the space is a surround-screen installation where people can fly over the planet using Google Earth. Another, the "Doodle Wall," lets people use digital "spray cans" to do a version of Google's logo and share it on social networks.
Google has said it is planning to open two more London-area shops later this year, within Currys PC World stores in the boroughs of Fulham and Thurrock.
The Google Shop is a step up from American pop-up stores, and the Chromebook showcases in US Best Buy locations and various Dixons outlets in the UK. The company has also had its own staff working in chains such Walmart and Office Depot.
The new effort may be intended to draw mindshare away from Apple, which has its flagship London store a short distance away on Regent Street.
It's unknown though if Google will venture into a fully owned and operated retail business, which could put the two companies in even fiercer competition. Two years ago the Journal reported that Google was considering the possibility, but so far it hasn't taken any concrete steps. Now it has an increasing number of hardware products it could potentially sell, including phones, tablets, Android Wear watches, and Nest home automation gear, as well as a variety of accessories.
Comments
Well at least it doesn't look like a Apple Store!!! Still what all does Google Actually make and sell? I guess Chromecast? All the Phones and computers just run their OS, and yet they need a store to promote everyone else? Not that it matters. It's be just as empty as Samsung and Microsoft stores.
Sooooo...what exactly do they sell? I'm not seeing hundreds of "targeted" random ads hanging from every square inch of the store to barrage customers.
PRO: At least it doesn't look like an Apple Store clone.
CON: It looks more like a trade show booth than anything.
Like everything else Google does besides search and advertising, it'll be a loss leader / branding exercise and not a way to actually turn a profit.
1) Currys and PC World were places to avoid when I lived in London. When Macs were sold at PC World the whole thing was a shameful travesty.
2) Curry's at Tottenham Court road is hardly near Regent Street. You can easily walk it but it will take you 15 - 20 mins.
Just go in there and ask the staffs verbally everything you would normally ask Google like maps, direction, search. LOL.
Nothing but mirrors? When I first read the headline and wondered what they could possibly sell, I remembered that for Google, the product is you...
Maybe Google could buy up and re-brand all those Microsoft Stores.
Last I heard there were what, 63?
Just walk in and tell the staff you are searching for something.
Just say "OK Googler. Search for 'Apple Watch Edition price and availability.'"
Let's be brutally honest. Does anyone here care about this development at all? Does the typical android user even care about a "premium" retail experience?
Will they do on-site service like Apple? Or is it just a point of sale?
I think they seriously misunderstand their market. This sounds a lot like Samsung's main strategy... throw stuff at the wall and see what sticks.
This will just make people see how cheap and tacky their stuff is. It's like a Kia dealership next to a Tesla dealer.
This is a silly comparison. Kia sold 580k cars last year, and the Tesla Model S is not known for a high-quality luxury experience compared to other cars in its price segment.
Google already offers tech support for their products. Real live people answering real live phones. This in-store center sounds more like sales only.