May it be long overdue, but there will be a real brick-and-mortar Google Store in New York City. It will be located at Google’s headquarters in the Chelsea neighborhood, which has long been a recognized landmark with its hard-to-see Google signs adorning both sides of the building. While Google has experimented with retail before, opening a pop-up store in New York City in 2018, this time it intends to be a more substantial, permanent facility. Google isn’t wasting any time either, with Google I/O 2021 on its heels.
When a tech giant like Google makes an announcement about creating a physical store to showcase and sell its products, it’s alarming because you only have to look at another giant to see how it could end up failing. I’m talking about Microsoft, which once had thriving retail stores across the country, but eventually closed all of its stores.
The future is unpredictable, but here’s why Google’s venture has a more promising future ahead.
Google can showcase more consumer technology
Sure, Microsoft has Windows to help the company survive any major crisis, but one of Google’s advantages in opening a physical store is Google’s broad presence in a variety of categories. From Chromebooks to Pixel smartphones, from Nest-branded security cameras to Fitbit wearable devices, from smart displays to smart speakers, Google’s name can be found on a host of tech products.
While I’m sure the Google Store will feature third-party gadgets and accessories, the sheer number of Google-branded devices eclipses anything Microsoft has had in stores with its own homemade devices. With a broader reach thanks to its own product line, this store will be able to attract many more customers – especially when the company introduces or announces something new.
Larger events throughout the year create more interest
Speaking of announcements, there’s no denying that Google draws far more people to its events than Microsoft does. I’m not trying to discredit the company from Redmond. I’m not trying to discredit the company from Redmond, Washington, because one of the most iconic revelations I had the opportunity to witness firsthand was Microsoft spokesman Panos Panay’s speech to the media and the crowd during the announcement of the first Microsoft Surface Book in New York. But that’s the thing, Microsoft’s time in the spotlight is limited to one hardware event, which is usually in the fall.
Google events, on the other hand, go beyond major products like the Pixel smartphones. Google I/O, for example, which attracts both consumers hungry for new technology and developers eager to unlock the true potential of these gadgets in our lives.
These events certainly help attract visitors to the Google Store, so if the company were to expand its area, it would be a great opportunity for people to see the devices firsthand immediately after they are announced, rather than waiting a week or so for them to arrive, as is currently the case.
A much better marketing move.
Finally, I can’t describe to you the number of people I know – not just members of the media and influencers, but also friends and family members – who are proud to talk about their support for anything related to Google through indirect marketing. I’m referring to tagging my social media posts with @madebygoogle or perhaps the hashtag #teampixel that I see whenever someone shares a photo taken with a Pixel device.
This kind of free marketing is a strong indication of how entrenched Google is in the consumer space. I’m not sure about you, but I can’t think of a single original Microsoft hashtag that comes close to being as popular as #teampixel. The Google Store will benefit from this because it will help direct those who are not familiar with all the Google news to visit the store after they hear or see something on social media.
If you want to visit the Google Store, it will be located in Chelsea at the corner of 9th Avenue and West 15th Street. It’s impossible not to notice it thanks to the huge Google sign. Inside, you can expect to see products made by Google as well as experts to help customers with questions or recommendations. There will be health and safety measures in place to make shopping enjoyable for all visitors. It will open to the public in the summer of 2021, but there is no official date yet.