Google Gets Physical, Target Gets Digital

By Matt Pillar, chief editor

Recent initiatives by two distinctly different powerhouse brands couldn’t possibly illustrate the any-channel imperative more clearly.

On March 11, Google opened a physical store-within-a-store at London’s Currys PC World. It’s not a seasonal pop-up and it’s not a temporary boutique. It’s a well-funded, permanent fixture that was built with one goal in mind: providing a hands-on product experience.

When Google UK marketing director James Elias spoke at the store launch, he all but acknowledged that the company’s digital-only presentation of its high-tech product lineup could only take Google so far. “With the Google shop, we want to offer people a place where they can play, experiment and learn about all of what Google has to offer,” he said. “From an incredible range of devices to a totally-connected, seamless online life. We think it’s a genuinely unique try-before-you-buy experience.”