Technology titan Google has announced its first-ever physical retail store will be coming this summer in the Chelsea area of New York City. The brand-new Google Store in Chelsea will be a “space where customers can experience our hardware and services in a helpful way.”
This news is a big relief for those who need it the most, as Google is offering a bunch of services and devices, and a physical store makes the brand presence and brand advertising on the next level.
At the Google Store, shoppers can browse and buy a much wider selection of products made by Google, varying from Pixel phones to Nest products, Fitbit devices to Pixel books, and more. The option to shop online at GoogleStore.com and pick up their orders in store will be the best part of this new physical store. This mechanism will help in this pandemic situation and let the store remain less crowded while the selling remains the same; the new normal is bringing a hybrid store culture more consistent as earlier either the companies who are dealing in offline stores don’t have the excitement for online and vice versa, but after pandemic people are adapting it as the need of the hour, gradually hybrid will become the permanent setup for all the big brands.
During the retail space, visitors will be able to experience how Google products and services work together in a “variety of immersive ways,” more of which Google is going to share the exact date when the doors will open for the public.
Google is having experts on hand to help visitors get the most out of their devices, such as troubleshooting an issue, fixing a banged device screen, or assisting customers with installations.
Google’s official announcement
Jason Rosenthal, VP, Direct Channels & Membership, at Google, stated in announcing the launch: “It doesn’t imply whether you’re a long-time Pixel user, are curious about our Nest displays or want to engage in one of the how-to workshops we’ll offer during the year — our team will be able to provide you with help that’s specific and personalized to your needs.”
Google has considered going into physical retail in the past, having piloted pop-up shops where people can browse new products when they’re first announced, and have also created mini experience concessions inside Best Buy stores. Still, it has previously preferred to focus on its website for its merchandise or sold through regular retail channels to showcase its hardware and services beyond these small trials.
Apple Connection
From the sounds of it, this new space takes its playbook from Apple, which recently celebrated the 20th anniversary of opening its first retail store at Tysons Corner, Va. – with the opening of an interactive space where people can come in to try out Google products and get assistance from in-store experts.
Such an arrival is not without its jeopardies, however. Microsoft tried its hand with a series of flagships worldwide to showcase its products and services in an attempt to create an eco-system around its brand. However, in the summer of 2020, it announced that it would close or repurpose its entire estate.
Why New York?
Google announced that it has strengthened its store and shopping experience with the impact of COVID-19 in mind and an eye towards the future in terms of how users will shop at the store. The mandatory norms and protocol of masks, hand sanitation, and social distancing will be there in the Google Store, and the guests inside will be limited, while pickup options availability will make the shopping experience better and customer-centric.
The Google Store Chelsea will be part of Google’s urban campus in the Chelsea neighborhood, which is home to many of the technology giant’s 11,000+ Google NYC employees. Google is in New York for the last 20 years, and the group said that it views the store as a “natural expansion of our long-time commitment to the city.”
Rosenthal stated that: “The new Google Store is a significant next step in our hardware journey of providing the most useful experience of Google, wherever and whenever our users need it. We are looking forward to meet many of our customers and hearing their valuable feedback on the store, so that we can proceed to explore and experiment with the possibilities of a physical retail space and constitute upon the experience.”
With the release of Google’s first physical store, anticipation for more stores in different parts of the world is getting a positive response, and Google will surely be having a sure-shot strategy for future expansion. Let’s hope to see a store in your city also in the upcoming years with a bunch of useful and innovative products.
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