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Google quietly opened a store in London this weekend following in the footsteps of the Apple Store and the Microsoft Store’s style. The retail store is small and just selling Chromebooks, one of the only tangible items that Google sells. The Chromezone is a 285 square foot experiment, but could open globally.

Arvind Desikan, head of consumer marketing at Google UK, said “It is our first foray into physical retail. This is a new channel for us and it’s still in it’s very, very early days. It’s something Google is going to play with and see where it leads.”

He goes on to state the obvious: when consumers play with products, they’re more likely to understand it and make a purchase - and sales members can interrupt to reach a sale.