Samsung has announced plans to open mini-stores in
1,400 Best Buy stores by the end of June. The Samsung Experience Shops will
showcase the manufacturer’s electronic products and accessories, and provide a
customer support area similar to the Genius Bar in Apple stores.
The new mini-stores will allow Samsung to have its
products on display in one location with more space available for customer demonstrations.
Best Buy employees will also be trained to help shoppers with purchases and activation.
Apple already has store-within-a-store boutiques in
Best Buy locations, along with partnerships with Walmart and Target. However, Samsung
doesn’t see Experience Shops as a swipe at Apple.
“At the heart of who we are, this is about responding
to consumer needs and requests and ensure they’re delighted and empowered and
happy with their choice of Samsung as a brand,” said Ketrina Dunagan, vice
president, for retail marketing, in an interview in The New York Times.
