mortars

Big Tech bricksand-mortars

Tech giants are moving off screens in their latest consumer push.

Amazon plans to open department stores, as reported by the Wall Street Journal in August 2021. The intent marks a continued foray into physical retail, following the opening of its first cashierless grocery store in 2020, the launch of its first Amazon 4-Star store in 2018, and the purchase of Whole Foods in 2017. The stores will expand the retailer’s footprint, reportedly feature Amazon-owned clothing brands and household items, and function as return and customer service centers.

Google turned heads in June 2021 when it opened the doors to its first ever physical store, located in New York City. More showroom than traditional retail outlet, the store sells all of Google’s products, from Nest to Fitbit, and includes a “workshop space” reserved for sub-brand events such as photography lessons with Pixel, cooking demos with Nest, YouTube concerts and more.

Apple is also banking on physical stores, expanding its retail operations in the United States, as Deirdre O’Brien, senior vice president of retail and people, told Reuters in June 2021. Part of this strategy will include doubling down on its pre-pandemic strategy of in-store events and experiences beyond shopping.

Why it’s interesting Big Tech has its sights set on physical retail, which could further cement the growing crossover between IRL and URL shopping.