The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.
Maurice Linekar Carvalho, MBA 2014-16, Vinod Gupta School of Management, IIT Kharagpur
Google earlier this week opened its first Google-Branded Store-in-store in London.In an article that appeared in the Wall Street Journal on 11th March 2015 titled,”Google Opens Its First Google-Branded Store-in-a-Store, in London.” , the article defines the store as ‘Billboarding for Google’, however the store is more than just a billboard for Google.
The opening of the google store is aimed at providing customers hands-on experience of the various google devices ranging from the nexus devices to the Chromebooks. In addition, visitors can also explore the world by the using the large giant screen installation of the Google Earth while creating their own google doodles. By opening of the store, Google aims to connect with its customers. Google also plans to host classes and events at its stores on online security and the working of various of its devices.
In the larger context, it is more than just opening up of brick and mortar store. Apple has always had it presence felt through its chain of Apple Stores, however off late even e-commerce giants like Amazon have realised the importance of being able to connect physically with its audience, Amazon like Apple earlier this year opened its first store in Purdue University. With online store struggling for clicks, eyeballs and likes and the Cart Drop Rate being as high as 72-80%, online retailers do feel it is a good idea to have their physical presence.
In an article that featured in Youstory titled “Amazon does the unthinkable, opens its first brick and motar store”, the article makes a very important point, “It’s also a fact that most of the people in the world still have limited access to the web and there is a lot of catching up to do in terms of online payments, delivery, trust and loyalty when it comes to ordering online and getting things delivered correctly.”, the case of Google is no different. Setting up of brick and mortar store will not only help the company get closer to its customers, but also help the company enhance the value that they provide.