As reported by different media, Google could open a physical store in New York in the near future. Google seems to be thinking of starting a new business experience entering the market of traditional retail.
It seems that the technology giant would settle in the SoHo neighborhood of New York to open its first physical store, which could help the company in building around its own brand of Hardware, growing, as well as the Android OS. It seems that the intention is to do something similar to what Apple has achieved with its retail stores.
This would not be the first time that Google started a retail experience, since last season launched the initiative Winter wonderlabs in six different cities
Jason Goldberg, Chicago Vice President of Business Practice at Razorfish, in his remarks, has made some very interesting points regarding this:
Opening a permanent Google retail store in SoHo is going to be fun, but it's unlikely to be a game changer for the Android platform. We still don't know what Google products or services might even be listed in the store.
It could be a Google Glass demo and assembly experience, similar to the Winter wonderlabs which were launched last year. It could focus on Nexus-branded products, or even focus on services like Google Local.
What we do know is that it's going to be fun to see how Google imagines what it's like to have a permanent store. They are a great, innovative company with some very smart people, and I think we will all be disappointed if some elements of the typical retail experience are not re-imagined.
Regarding its products, the growing line of google hardware includes Nexus smartphones and tablets, the laptop Chromebook pixel and device chromecast to connect televisions to the Internet. In addition, the company has plans to offer its glasses Google Glass and a smartwatch to the public later this year.
All of these could get a boost if consumers have the ability to test the devices in person before purchasing. Additionally, Google could gain valuable new insights from a retail store that could help you compete.
Distribution strategy
A retail store could also help Google to develop better content and marketing tools to support its partners. In this sense, Golberg highlighted the following:
Today Apple has a significant advantage in having true individual "practitioners" in its organization, and this will give Google the opportunity to partially level that playing field - it will also give it a chance to understand how new products, such as Google Glass, it is sold in a physical environment versus an online one, which could shape its future distribution strategies.
If Google were to sign a lease for a store on Greene Street, a report by Crain in New Business suggests, it would be very close to an Apple store, on the corner of Greene and Prince streets. The location could also put Google close to luxury brands Tiffany & Co. and Louis Vuitton, which also have prominent positions on Greene Street.
Another report on the Wall Street Journal blog says that Google has been searching for the right place in SoHo since last fall.
Innovation in retail
Phone companies have been some of the leaders in retail innovation of late. For example, a solid business strategy has been one of the keys to Apple's success.
Apple Lossless Audio CODEC (ALAC), was the first technology brand to understand how a immersive retail experience it could help fit your products together into a comprehensive consumer story. By offering customer-centric services such as the ability to make an appointment to meet in person with a store employee and have a device created before leaving the store, the stores have been extremely successful.
Apple is still looking for ways to innovate your retail strategy, having hired the CEO of fashion brand Burberry last fall for its retail division, in a sign of the growing fusion of technology and fashion.
In this regard, Jim Crawford, vice president of technology and design experience at Chute Gerdeman, states the following:
To be truly innovative and compete with the retail experiences offered by competitors like Apple and Microsoft, Google needs to create a store experience that allows shoppers to adapt Google and Android products into their lifestyle. Much like Verizon has done in its destination stores, where instead of pushing the product to shoppers, visitors are able to explore how mobile products fit into diverse lifestyles such as health, entertainment, travel, etc. »
Customer expectations
Google is not a newcomer to retail. Besides Winter wonderlabs The company also has employees within Best Buy stores and works closely with retailers such as Wal-Mart and Office Depot.
However, physical retail is a difficult space to conquer, especially as consumers are spending more time shopping online. In fact, several large traditional retailers like Staples, Aeropostale and Radio Shack plan to close a significant number of stores this year.
Jared meisel, Managing Partner of Theroy House, said:
Obviously, Google is playing a bit of catch-up with Apple, realizing that consumer adoption of more innovative products like glass may require face-to-face engagement from shoppers.
Google's move to open a retail location demonstrates its desire to evolve away from being a software-oriented organization.
Image - Shawn collins