Next Monday the first “Samsung Experience Shop” will open at Best Buy. The American electronics chain wants 1,500 major stores to have a Samsung shop-in-shop, just in time for the launch of the Samsung Galaxy S4, the successor to the massively popular S3.
Expansive customer experience
At the special Samsung-shops customers can not only get demonstrations and extra information, they can also get small repairs done or have their devices activated and set up as they please.
The shops will have Samsung specialists as well as especially trained Best Buy-employees. "Although the carriers and retailers today provide a solid retail experience for our consumers, what we find is a lot of deeper questions just aren't answered", says Ketrina Dunagan, vice-president of retail marketing at Samsung Telecommunications America.
In the wake of Apple
The first shop-in-shop will appear in Dallas, a stone’s throw away from the American headquarters of Samsung. By the start of May the 500 largest Best Buy-shops in the United States and all Best Buy Mobile locations should have their own Experience Shops. Another 550 stores will follow by the start of June.
This new project by the Koreans seems to be a move to counter the retail activities of Apple, which has 400 stores but also 740 mini-stores at that same Best Buy. Samsung emphasises however that the Experience Stores are also used to differentiate from other Android devices and to draw in all the attention.
The choice to go with shop-in-shops and to not create a network of its own shops comes as no surprise: the Koreans only need one night to set up a Samsung Experience Shop at Best buy, while a complete physical store would take months. The investments are also a lot smaller.