Google to Open its First-Ever Physical Store in NYC

Google will open its first physical shop, which will be located in New York City, this summer. At the Google Store, customers will be able to browse, test and buy a variety of the company's products, including Pixel phones and Pixelbook computers, as well as Fitbit and Nest devices, the company said on Thursday. Google will also offer clients the option to buy online and pick up in shop. The retail shop will be part of Google’s urban campus in Chelsea. The company added that it views the store as a “natural extension of our long-time commitment to the city.”

Just as the Apple Stores, Google will also have experts on hand to help visitors with their devices by troubleshooting an issue, fixing a cracked device screen or helping customers with installations. “It does not matter whether you are a long-time Pixel user, are curious about our Nest displays or want to participate in one of the how-to workshops we will offer throughout the year, our team will be able to provide you with the help that is specific and personalized to your needs,” said Jason Rosenthal, Vice President of Direct Channels and Membership at Google, during the launch presentation. The announcement, according to Reuters, signals that Google has followed Apple's lead in operating physical shops and offering in-person services to boost sales. The company led by Tim Cook recently celebrated the 20th year anniversary of its first retail store.

Google is not the first company to venture into this approach. Microsoft experimented with a series of flagship shops around the world to showcase its products and services in an attempt to create an ecosystem around its brand. However, in the summer of 2020, it announced that it will permanently close its 83 retail locations to focus on its online store.

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