If there’s one thing Apple has been doing properly throughout its reign of success, it is with their retail stores. One of the best ways to market a product is to customers into your store, in order to demo the device in person. Advertisements and images can only do so much for a consumer. Nothing beats holding a device in your hands. Retail is an area in which almost every technology company except Apple has struggled in. Microsoft has tried recently, but as many people observe, there are often more employees than customers in their stores, which is clearly not a good sign.
Samsung on Wednesday announced plans to expand its retail presence here in the United States. The company has tried in the past to launch “pop-up” stores in key cities, and while they were great for product launches, they did not prove to be successful in the long run. The company’s latest announcement is a collaboration with Best Buy. The agreement will establish a Samsung specific zone in 1,400 Best Buy stores across the country. This is similar to what Best Buy already has in place with Apple, but Apple’s contract is only for 700 stores, so Samsung has them beat in that aspect. The deal is in place for three years.
Tim Baxter, CEO of Samsung Electronics America, announced the partnership during an event in New York City Wednesday and explained that giving consumers the ability to get their hands on a device is “vital” to the success of a product. Each Best Buy will have trained Samsung staff on hand to provide support and training to customers.
Samsung, who already spends more than $8 billion on R&D each year, in hopes that a larger retail presence will help it learn even more about the customers buying its devices. The company also hopes that having all of its lines of products, such as tablets, computers, phones, and TVs, together in one building will make it easier to explain how all of its devices can work together.
Samsung did mention that it does not intend to provide technical support via these stores, but avoided questions about Best Buy Geek Squad employees receiving more training for Samsung devices.
Do you think a larger retail presence will help Samsung? Let us know down in the comments!