View Count: 102 |  Publish Date: April 04, 2013
Samsung mini-stores coming to 1,400 Best Buys

Why open your own retail stores when you can partner up with the biggest electronics retailer in the U.S.?
Best Buy and Samsung announced today that 1,400 of the retailer’s stores will get “Samsung Experience Shops,” which will allow consumers to test out Samsung’s smartphones, tablets, and other gadgets. Best Buy will start adding the mini-stores in April, and it expects to reach 900 stores by early May. The company expects to complete the roll-out by early summer.
A few of the mini-stores will also feature “Samsung Smart Service,”  which will feature “Samsung Experience Consultants” who will show off product features, run demos, and help customers set up Samsung accounts. was the first to report on this partnership last week.
I’ve run into a few Samsung employees at New York City Best Buy stores over the past year, who were eager to show off the new features in Samsung’s cameras and phones. Those encounters were generally a bit awkward though, since it wasn’t clear initially that they worked for Samsung, or why they wanted to help customers. The Experience Shops should give those Samsung consultants a much clearer purpose.
In a  way, this mini-store strategy is to the way Samsung has focused on developing its products. Rather than embark on a complex retail scenario of its own, Samsung is leveraging its already large presence within Best Buy stores to connect with likely buyers. It’s not unlike how Samsung cemented itself as a key component maker for computer memory, TVs, and smartphones before it leveraged its experience to build its own products. (In this case, Samsung likely won’t embark on its own retail stores, but its mini-store presence shows how much pull it has with Best Buy.)
With these mini-stores, Samsung avoids the ghost town problem of Microsoft’s retail store, and it also avoids investing too much in stores that have no chance against Apple’s stores.
Galaxy S IV photo: Devindra Hardawar/VentureBeat

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Time: 15:19  |  News Code: 242700  |  Site: venturebeat
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