Google adds zing to shopper journey

Google is looking to dabble in the bricks-and-mortar retail space with a shop-in-shop concept in partnership with Dixons Carphone, UK-based electrical and telecommunications retailer. The first Google shop has been launched in Currys PC World on Tottenham Court Road.

The 915 sqft Google is being used to display its range of Android phones, tablets, Chromebook laptops and Chromecast devices. Visitors will also be given the opportunity to interact with Google software, with installations including a giant wall that allows a shopper to zoom in anywhere on Google Earth. That’s not all. There’s a ‘doodle wall’ encouraging people to use digital spray cans to create their own take on the Google logo, while a pod will provide a place for customers to watch Google Play Movies or YouTube. Additionally, the Google shop will also provide classes on keeping secure online and teaching children the basics of coding.

“Devices are changing and coming in different shapes and sizes. The pace of innovation has been very fast. But in retail people are buying devices in much the same way. Our attempt is to redefine the experience – we want people to have fun,” says James Elias, Google UK marketing director.

Google will also roll out concession in Currys PC World megastores in Fulham and Thurrock in the coming weeks and could eventually expand these three concessions, of course after testing the concept to see if there is consumer demand for Google stores. “This will be a new and innovative way for customers to engage in store, interacting with the immersive technology as well as having fun while learning,” adds Currys PC World senior project manager Ainsley Sykes.