Rapid advancement in technology has turned the world into a global tech village. Online purchasing of all items has made human life enter a new level of comfort, and now different items can be bought online from all parts of the globe. Though ecommerce is replacing the brick and mortar stores at a very fast rate, still, large and renowned companies realize how important it is to have a physical outlet for their brand. Google (GOOG, Financial), which until now only ruled the virtual world, is here to make a splash in the brick and mortar world as well.
Google Retail Store
The Google retail store project was in the pipeline since the beginning of 2013, but no clear information about the location and expected time of opening were given. Now, fortunately, the wait is over. Google has chosen to open its flagship offline store at the Tottenham Court Road of United kingdom. This location is considered the hub of technological appliances in the UK, and Google is set to compete here with an astonishing array of electronic devices and applications. People can roam around the store and try out the brand new gadgets easily. Google will put each one of its devices on display. In fact, the Moto 360 wrist watch, which is set to give very fierce competition to Apple's (AAPL, Financial) wrist watches, will also be displayed here. Google has thought up something for the children as well, setting up “virtual space camps” for them. Kids who have some interest in coding can get tips and advice on programming and coding. They will get even chance to code for simpler programs. Chrome OS products and Chromecast are among the other products that would be available in the store. In addition to purchasing Google merchandize, customers can also get training and learn the basics of using new gadgets about to be launched.
Google Store vs. Apple and Microsoft Stores
Apple has already opened a lot of retail stores in many parts of the United States. Right now, Apple has about 453 stores operating worldwide, and catering to the needs of almost 120 million customers. The profits generated from the physical outlets cannot compete with online revenues. Microsoft (MSFT, Financial) also has a network of retail stores spread all around the globe. Every item is displayed with essential details to attract the customers. Latest hardware, software and several other gadgets are placed for easy access of clients. Google has realized this potential and is planning to open more retail stores in the United Kingdom. After successfully testing the stores in UK, Google also has plans to make its way into the US market. Google is on its new mission to offer its customers an upmarket, aesthetically pleasing space, where they can see, use, experiment, play around and learn everything about Google's products.
Concluding thoughts
Though the purchasing trend is changing, and people are making more online purchases, one cannot deny the fact that people still prefer to touch and feel expensive devices before buying them. Keeping that in view, Google's decision to enter the conventional market place can only be considered wise. Now Google will no longer lose customers simply for the lack of not having a physical outlet. This also poses a major challenge to rivals Apple and Samsung (SSNLF, Financial), who will now have to face offline competition from Google as well.
