Penguin Random House might be better known as a global publishing firm operating out of multiple countries, but the retailer has recently put together a retail location at its Toronto, Ontario head offices that acts as a product lab. The shop sells branded merchandise such as totes, bags and journals as well as books in order to track consumer engagement. The shop allows the retailer to track how shoppers interact with its product, in a way that would otherwise not be direct.
With Penguin Random House being the firm behind the binding and manufacturing of books, the company rarely sees sales or consumer interactions directly. This is because most of the product is sold to bookstores and third parties. The Penguin Random House store allows the brand to track what consumers are buying. Employees can help with recommendations, garner feedback and see what is selling best directly in store.