Executive Summary

The Macy’s flagship in Herald’s Square has gone digital, with more than 1,000 square feet dedicated to a Samsung smart product experience area, the first of its kind in the country, according to Samsung’s representatives.

• The Samsung experience area was launched on November 1, just in time for holiday shopping. It is located on the main floor of Macy’s in the men’s department, facing the street.
• The area features Samsung’s technologies in smart home products such as home audio devices and family hub refrigerators, entertainment devices such as virtual reality (VR) headsets and TVs, and tablets and watches.
• Combining retail and entertainment, the VR headsets are bringing traffic into the store, with 200–300 customers trying the VR experience each day.