Samsung knows that e-commerce is where it's at. This was clear on Monday when the company opened its latest flagship store in New York’s Meatpacking District.
The new 40,000-square-foot store does not sell any Samsung products according to the company. It is a store made for today's consumers, where e-commerce rules the land.
"Immersive Cultural Center"
Even though e-commerce is growing globally every day, consumers still like to touch and feel the products before buying, at least according to many customer surveys. The new Samsung flagship called Samsung 837, after the address it's on 837 Washington Street, is primarily for testing out products.
- E-commerce is huge and people know they can purchase anything on their devices, said Zach Overton, general manager of Samsung 837, to Fast Company.
The new store is not focusing on traditional retail according to the company. Samsung likes to call it an immersive cultural center. It is however a massive showroom of Samsung's technological gadgets. Among other things you can look at a three-story digital screen made up of 96 of Samsung's 55-inch TV:s.
So when Zach Overton says to Fast Company "We didn’t want it to be about pushing products in people’s faces" we are not really convinced. The store, even though it has no inventory, is ready to cater to potential customers. Store staff is said to be there to take customers through a digital purchasing experience if they want to buy something they try.