Best Buy Bowing Samsung Storefronts4 Apr, 2013 By: Erik Gruenwedel
Samsung Electronics April 4 said it is partnering with Best Buy to roll out themed storefronts at 1,400 Best Buy and Best Buy Mobile locations beginning this month.
The Samsung Experience Shop is expected to be operational in 900 Best Buy locations by May, with the remainder launching by early summer.
The in-store retail concept showcases Samsung smartphones, tablets, laptops, connected cameras and accessories. The shops enable consumers to interact with Samsung’s latest mobile products.
With Samsung supplanting Apple (and Nokia) as the top smartphone brand, according to iSuppli, partnering with Best Buy allows the South Korean company to present a unified storefront on par with Apple stores.
“With the Samsung Experience Shops, we are ensuring consumers get the most of that innovation by learning how to leverage their mobile devices across our ecosystem of consumer electronics,” Dale Sohn, president of Samsung Telecommunications America, said in a statement. “Consumers will have one place to not only explore and learn about our full portfolio of mobile products, but also the support of a Samsung expert to help with selecting and servicing them.”
Indeed, the storefronts will be staffed by Samsung personnel working together with Best Buy blue shirts. The shops vary in size, with the largest being approximately 460 square feet. Within the larger shops, the area allows customers to see how Samsung devices connect and share content across multiple screens.
Best Buy, which is in the middle of internal restructuring as it tackles changing consumer shopping habits and online competition, recently added founder and former chairman Richard Schulze and former CEO Brad Anderson back to its board.
“This is part of our Renew Blue transformation strategy — working closely with vendor partners to innovate and drive value, while also updating our stores to focus on growing and profitable categories,” Shawn Score, head of U.S. retail for Best Buy, said in a statement.