Google has finally succumbed to the allure of phygital retail. The tech giant has opened its first permanent bricks and mortar location in collaboration with Currys PC World.
Actually it’s more of a shop-in-shop but the Google space has a focus on one-to-one sales, that will make its first physical shop special for its tuition-based, experiential appeal. The ‘interactive doodle wall’ is a fun and entertaining pull, where visitors can use digital spray cans to get creative on a personal mural; there is also the multiple-screened Portal attraction, where users can transport themselves anywhere in the world via a quick aerial flight on Google Earth. There are of course plenty of Chromebooks, Chromecasts and Android phones and tablets to play with, as well as smart watches to try on and test.
Retail Planner verdict: At last we have a blueprint for what Google Retail looks and feels like. It’s about time. The one-to-one interaction and focus on experience will sell Google’s hardware products to customers who prefer personal interaction Plus the educational element to the shop fit will win over future generations.