Google opens London shop as new marketing strategy

The idea is to expose even more people to the Google brand, and all its products, in an 'amusement park' atmosphere.

There is a big Google sign outside to show people they have come to the right place.
There is a big Google sign outside to show people they have come to the right place.

Opening its first store-in-a-store in London this week, Google is looking to raise its already worldwide image.

That's the word from industry analysts after Google announced today that it's opening what is going to be called the Google Shop in Currys PC World, a well-known electronics store in London.

"This is about marketing, not selling," said Ezra Gottheil, an analyst with Technology Business Research. "While Apple's stores are real stores with huge volumes, this is about building the brand and exposing people to Google who don't know about all the Google offerings."

The Google shop is set up to offer customers the chance to see and try out Google's range of Android phones and tablets, Chromebook laptops and Chromecast streaming-media devices, as well as learn about how they work together, according to the company.

Store visitors also will be able to try out Google's software tools and apps, using a series of immersive features, like a Chromecast Pod that allows users to play movies and YouTube videos, as well as an immersive surround-screen installation called Portal, designed to let users seemingly fly through any part of the planet using Google Earth.

"It's more an amusement park than a shop, which is what, I think, Google intends," said Gottheil. "Google is doing a very good job with its brand, but it can always be better. You can't be too rich, too thin or have good enough marketing."

Dan Olds, an analyst with The Gabriel Consulting Group, noted that as popular as Google's products, like Android, and services, like Google Maps and Google Earth, are, there's always room for improvement.

"I think that Google sees the need to make their products even more accessible and sees the store as one method to explore," he added. "However, they have to realize that these are going to be loss leaders. It will be difficult, if not impossible, to measure the actual value of the stores to Google's bottom line... If I were them, I'd look at store traffic as the major metric. If they're getting people into the store, then it's a win."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

3 ways to leverage the talents of your team to avoid disruption

​According to the World Economic Forum in its most recent The Future of Jobs report, the most important skills for the future are not technical, task-oriented skills, but higher-order skills such as creativity, social influence, active learning, and analytical thinking.

Gihan Perera

Futurist, leadership consultant

CMOs, it’s time to stop squandering customer attention

Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

The popularity of loyalty programs is diminishing, though I'd say it is because customers are savvy enough to recognise when a loyalty pr...

Heather

It’s time for marketers to rethink their approach to ‘loyalty’

Read more

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in