For Google I/O earlier this year, Google built a concept store that takes advantage of a new purchase experience it’s building called “Web & Mortar”. The idea is to bring the experience of shopping on the web directly into retail environments, allowing users to browse items on a large interactive touch display and complete the purchase by scanning a QR code and using Google Wallet on their smartphone.

In our Web & Mortar concept store, users can browse through the full catalog of items, select the ones they’re interested in, and check out with a few clicks. Fulfillment can be handled by same day delivery services. Without the need for registers or inventory, our concept store can go anywhere a touch screen can fit.

In the demo above, Google shows off a few possible future implementations for the Web and Mortar concept. One possibility is “Actionable Advertising,” allowing users to scan a code or use NFC to interact with interactive advertising, while another would allow users to have an easy checkout experience by scanning and paying for products using their smartphone. Google also noted the ability for a retailer to bring an interactive display to locations that they otherwise couldn’t setup a traditional retail shopping experience.

Back in February we reported first that Google planned on opening new, stand-alone retail stores in the US to help get Google products, such as Chrome, Glass, and Nexus devices, into the hands of more potential customers. The Wall Street Journal quickly followed up with a report mirroring our own.

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