Great Article Tom. Physical retail for Samsung is a smart move. Depending on how they manage their data and tribe of loyal "Samsunginyans" it could be incredibly valuable from a market insight standpoint. ;-) Retailing as we all know is definitely not easy. To date, manufacturers don't always get it right on the first go -- retailing and branding playgrounds are different messaging entirely. So, they'll need to make sure they have the right balance. However, I can see a whole new level of events and experience going way beyond Apple. But, they would need to play their own unique game not mimic anyone else's.

I agree Doug, great article. Experience has always been important in retail. But I do think experiential is often mistaken for straight product activations and I see these two as very, very different. In my opinion, an experience that's developed solely to SELL more product will always be at odds with our savvy customer today. For me, even if that's facilitated by the product manufacturer or the retailer, it's going to struggle. Excellent retail experience uncovers HOW and INSPIRES customers to use products or services that a retailer offers in creative and unique ways and pulls from our emotional drivers. In many ways, it reinforces a lifestyle and type of customer or tribe. It should make your customers feel part of the brand and deepen customer engagement. If too fluffy, it's a disconnect and a distraction. If too product and sales focused it turns off the Modern Customer.