Google has opened a test “store within a store” in London, “The Chromezone,” primarily to sell Chromebooks — as the name suggests. It will be open through Xmas 2011. If successful Google might pursue the concept more broadly, say with a Carphone Warehouse in the UK or a BestBuy in the US.
As I wrote previously, in 2006 I pitched Google the idea of a “Google Store.” The idea was to sell Google-related merchandise but to provide a physical location where SMBs could go to learn about AdWords. At that time there really was no Google merchandise other than t-shirts and other minor schwag. But today there are laptops, mobile phones, accessories . . . and t-shirts.
The genius of the Virgin-Chromebooks promotion — users get a free Chromebook and free WiFi on Virgin flights — is that you actually get to “test drive” a Chromebook, thus making you more inclined to buy one in the future. The Samsung version of the laptop, which retails for $499, is the one they give out in the Virgin promotion. It’s a nice little machine but too expensive for what it is. If it were priced at $299 it would be flying off the shelves . . .
While Google doesn’t have a full line of hardware products to sell as Apple does, a Google Store might be quite successful and be a showcase for a broad range of products and services.
Here’s a video made last year showing a Google retail store on the Mountain View campus.
October 6th, 2011 at 11:36 am
I wouldn’t go gaga for a dedicated Google store just yet. It takes a pretty broad assortment of product to attract meaningful numbers of consumers year-round.
Instead, pop-up stores, in partnership with top tier retail brands, are an effective way of testing concepts pursuant to establishing a 24/7 retail brand. Top tier mall companies have dedicated specialty leasing groups and larger retailers, particularly department stores, have been running such programs for years.
October 6th, 2011 at 11:44 am
I agree that this pop-up store concept is probably the extent of Google’s retail commitment for the time being.
This is also what they’re doing with Virgin America in the US at airports.
February 9th, 2012 at 6:47 pm
[...] footsteps and opening retail stores. Adding fuel to that fire, last year the company opened a pop-up “store within a store” to sell Chromebooks in London. There were suggestions that if all went well Google might [...]