You can enter anything you want into a google search bar, and now for the first time ever, you can physically enter into a google store. They’ve joined the likes of Microsoft and Apple having opened their first brick and mortar store last week in Currys PC World in the UK.
If consumers didn’t need the ability to hold or experience tangible items, more and more technology companies wouldn’t feel the need to erect walls for their brand. Google is offering an array of interactive experiences as well as tech related classes and events. Customers can visit the store to learn things like how to set up their cell-phone shortcuts or how to use their cloud storage.
Talks of Google opening physical stores have been happening for a few years now, with speculation around what US locations would be graced with the showroom first. People got a taste of it with “Chrome Zone” a store-in-a-store that opened up in several US best buys over the last few years. “Winter Wonderlab” was a similar pop-up shop that appeared in various locations around the holiday season.
The try-before-you-buy experience is a necessity that consumers are seemingly not willing to give up. While online shopping rates continue to increase slightly, this doesn’t appear to be a detriment to the offline world. What is becoming increasingly apparent is the importance of being omni-channel capable. Brick and mortar stores don’t need to worry about online stores taking their place, but they DO have to worry about connecting all of their services together seamlessly for consumer convenience.
In recent years there has been speculation around the certainty of the offline store’s life span. To the large group of individuals who still believe that brick and mortar is dying, this is yet another irrefutable example of how it is truly here to stay.