The face of retail may have changed forever thanks to Samsung’s launch of its first foray into a physical retail experience. The company makes it clear that it is not offering a retail store in Samsung 837, a massive space located in New York City’s Meatpacking District.
Shopping was so yesterday. Consumers no longer want to wander aimlessly through shopping centres. Their online digital lifestyles shape their preferences something entirely different should they decide to visit a retail location. For example, sporting goods companies that have offered a way to try the equipment on-site have led more consumers to expect a similar interactive experience from other retailers.
Samsung has decided that consumers want what they are now offering in the form of what they term a “cultural destination” and “digital playground”. Alongside the ability for the public to come and experience the space, it will also serve as the home to Samsung’s marketing team and be leveraged to express its brand through events and product discovery opportunities that will be held there.
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(Source: Forbes.com)