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World’s first Google Shop opens in London

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Google Store
Image credit: PA

Google has now opened its first-ever branded brick-and-mortar retail outlet, with London serving as the flagship location.

The store, dubbed ‘The Google Shop’, has been set up to sell a host of Google-stamped products, as reported by The Telegraph.

The range will include the Nexus series of smartphones and tablets, Chromebook laptops, and Chromecast TV services.

The store will also be used to host tutorials that will help consumers get to grips with Google’s ever-widening array of gadgets.

Google’s new shop is built within the Currys PC World on London’s Tottenham Court Road, which is seriously prime retail space.

Google has previously operated other retail outlets, namely the London-based ‘Chromezone’, and ‘Androidland’ in Australia.

Google has never opened a branded store before, however, so the new outlet is a real coup for London’s retail sector.

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It’s also worth mentioning that the search engine giant also has plans to open shop in two more Currys PC World stores, namely in Fulham, London, and Thurrock, Essex.

James Elias, Google’s UK marketing director, said: “We’re incredibly excited to launch this space – the first of its kind anywhere in the world – in London with Currys PC World.”

The pace of innovation of the devices we all use is incredible, yet the way we buy them has remained the same for years. With the Google shop, we want to offer people a place where they can play, experiment, and learn about all of what Google has to offer; from an incredible range of devices to a totally-connected, seamless online life.”

He added: “We think it’s a genuinely unique try-before-you-buy experience.”

Borkr

March 11, 2015, 5:57 pm

And there was I hoping a new Google Shop would add value to the product through improving its image so as to better compete with its arch rival, Apple and all its slick gloss.

I'm not necessarily a fan of Apple's huge glass and chrome outlets but they do command a certain reverence and respect. PC World on Tottenham Court Road is a dreary dreadful place in my view, with the usual empty-headed DSG extended warranty focused assistants when you can find one that isn't busy chatting to another staff member.

Way to go Google. I'm sure you'll really set the world alight. It's not as if you couldn't afford to open a store with a bit more bling in a more up-market location. You've chosen cheap and cheerful as far as I'm concerned. I'm sure that will do your brand image a world of good as you convince all those ardent Apple fans that Android is a worthy platform to invest in.

Don't get me wrong, I like cheap and cheerful but Apple is bling, bling bling and I guess I feel Google should be working harder to tackle that Apple-wow factor though of course, having DSG-based concessionary outlets in PC World/Currys Digital stores isn't such a bad idea in itself. It's just not really a store in its own right. I guess they're just going for less technically able market, ordinary people for whom flashy gadgets aren't a priority or a life statement about who they think they are. /disappointed

Chris Campbell

March 11, 2015, 9:19 pm

I'm delighted to see Google doing this trial in the UK but can't disagree with you about the positioning. I wonder if it's the fact that Currys/PC World are one of the few chains of third party Apple retailers in the UK?

I also reckon if it's a flop then it's easier to pull out relatively unnoticed with limited media attention.

Borkr

March 12, 2015, 6:46 pm

All true Chris. Still a shame Google don't have more chutzpah to tackle Apple in head-on fashion I feel. It's not a bad move per se (in terms of giving a hands on educational role) but it's definitely not a bold one and still does little to challenge some of Apple's exclusive shine.

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