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By Nicole Kobie

Posted on 3 Oct 2011 at 10:45

Google has its first retail shop, inside a PC World at Tottenham Court Road in London.

The "Chromezone" shows off Google's Chromebook, letting customers get their hands on the web-focused laptops.

Arvind Desikan, head of consumer marketing at Google UK, said that 80% of laptop sales are in-store, not online.

"It is our first foray into physical retail," he told The Evening Standard. "This is a new channel for us and it's still very, very early days. It's something Google is going to play with and see where it leads."

"We found anecdotally that when people tried the device and played with it, that made a huge difference to their understanding of what the Chromebook is all about," he added. "People will be able to go in and have a play with the devices. We want to see whether people understand what this device is all about and monitor their reaction when they try it out."

Mark Slater, category director at Dixons Retail, said: "Initial customer response to the launch of Samsung's Chromebook has been excellent and we are expecting a lot of customer interest and excitement now it is in-store."

Another pop-up shop is set to open at Lakeside shopping centre in Essex on 7 October.

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User comments

"a huge difference to their understanding of what the Chromebook is all about,"

... and then they'll talk to the sales staff in PC World.

Oh, dear...

By greemble on 3 Oct 2011

First, it's not a shop. It's a small concession inside PC World.

But if, by Google's own admission, people don't "get" Chromebook until they've tried it in a store, I see no future in such a device. The cost of sales is simply going to be too high.

Anyone with an ounce of sense will try one, realise that they can buy a proper laptop for the same price, and do so. There's only so many times a salesman can say to the customer "No, it can't run that, but Google has an online version which is just as good" before the customer will realise that the whole thing is just too scary and pointless, and that they'd prefer to stick with the devil they know.

By Grace_Quirrel on 3 Oct 2011

Chrome or Chromebook

Why have Google put up a big sign displaying "Chrome"?

Are they trying to sell their browser or their laptop?

By a_byrne22 on 3 Oct 2011

@a_byrne22

They're selling Google. Chrome browser, ChromeOS and Android are all about getting people to use Google services.

The abject failure of first generation Linux netbooks shows that you need a dedicated sales pitch to have any chance of customers buying a concept sale. However I guess this is a very tentative "toe in the water" trial by Google so I'd be surprised if they have much success.

By milliganp on 3 Oct 2011

How is it a store if you can't buy anything?

Surely part of the definition of a store is a place where you can buy stuff? If all they are doing is letting you play with a Chrome Book then it's a... well I dunno what it is but it's not a store. I bet it's gone next week.

By JohnHo1 on 3 Oct 2011

@greemble

Customer walks in and asks the staff if possible to see the Chromebook

PC World staff replies - "Sorry but this is not a book shop"

By vikarmo on 3 Oct 2011

Stokegabriel

So you buy one, sign up to Google services, a few months later Google deletes your account for some unspecified violation of their T&C, and your Chromebook is a DEADBOOK.

Now Microsoft is copying them and doing the same with the Xbox.

By stokegabriel on 4 Oct 2011

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