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Brief Published: 22 Sep 2017

E-Services Get Physical: Square’s Support-Centric Store

Square Showroom

US payment processing tech company Square is strengthening its relationship with growing businesses by giving its relatively intangible services a physical touchpoint: a support-centric showroom in SoHo, New York.

Called Square Showroom, the ‘store’ lets customers test new hardware and software products in an intimate setting alongside company representatives. Additionally, it provides on-site training, demonstrations and troubleshooting for specific products, plus one-on-one brand consultations to help prospective clients determine which payment solutions (both online and offline) best suit their needs.

It will also host sponsored events and business workshops to witness first-hand how retailers use its products, facilitating more comprehensive R&D (for more on this, see Intimate, Democratic & Inclusive and our forthcoming report Beta Blends: Dynamic & Dexterous Design, publishing September 25), while testing the waters for further showrooms.

Adding contextual weight to the concept, the flagship also carries a curated selection of products from eight partnered businesses – brands presently using Square, such as independent jewellery makers and product designers – which will be updated monthly. It’s open by appointment only on weekdays, and to the public on weekends.

It’s not the only concept to translate an entirely online experience into the physical realm this month. Japanese messaging app Line has opened a toy store called Line Friends in New York’s Times Square to promote the brand’s emoji-like characters and establish its presence in the US market. 

For more on the value of brands providing greater support systems for consumers, see Purchasing Peace of Mind in The Supportive Sell.

See also Tactics for Retailing Tech and Active Flagships.