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February 28, 2013

Google Retail Stores?

by jungj

I read an interesting opinion article on how Google should open retail stores in order to successfully sell its hardware products. Here’s the link to the article:

http://investorplace.com/2013/02/why-google-needs-to-open-retail-stores/

It was interesting how the article claimed that there’s a growing trend of technology companies, such as Microsoft, opening stores in physical locations. This is obviously contrary to what we see today in different industries, where more companies are closing bricks and mortar stores due to competition from online companies such as Amazon. The author claims that Google’s increased involvement in hardware sales means that the company should look into physical locations so that customers can experience products. Through this, it is possible to gain more potential consumers if there are more opportunities to try out products. The author also emphasized how it is important that these physical locations give a good “in store” experience for consumers. And this made me think about today’s lecture and how for Walgreens, it is also important that the in-store experience makes it a differentiating factor for consumers. In regards to today’s lecture, pricing is just one attribute that can make something successful. What’s most important is looking at the bigger picture from the customer’s perspective.  I feel it is really important for physical stores to bring an experience that is not attainable through online shopping. The Apple Experience highlights how Apple retail stores do this successfully. And thus, in order for retailers to successfully compete with online players, it is important to not just delivery immediacy and similar pricing. It’s also important to create an environment that makes it more comfortable and appealing for consumers to stop by brick and mortar stores. This way, a company would be able to optimize its multi-channel retailing strategy, as evidenced through Apple and Microsoft.

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