Samsung will reportedly be launching Samsung Stores in select Best Buy locations ahead of the Galaxy S4’s U.S. launch, a new report from Geek.com claims. The new sections, which will occupy spots close to the mobile department, will feature Samsung branding throughout and highlight a number of Samsung products, not just the upcoming Galaxy S4, though that flagship device will be the core focus.
The report from Geek.com says that at first the Samsung Stores will only be appearing at certain high-traffic locations, with training to begin for employees in the mobile departments at those stores soon. The store-within-a-store concept will roll out to other Best Buys following the launch later this year, with the ultimate goal of puting one in every U.S. location. We’ve reached to both Best Buy and Samsung for comment, but have yet to hear back at publication time.
Of course, there’s a good precedent for this sort of thing at Best Buy specifically, and it was set by a company that Samsung is generally keen to emulate: Apple. Apple’s dedicated mini-stores in Best Buy locations are unique in that they replicate almost exactly the in-store displays of Apple products in the company’s own standalone retail stores. It sounds like Samsung’s new in-store locations will resemble the Apple versions in both form and function, with the main intent being to have staff and space to properly demonstrate Samsung’s devices separate from those made by other OEMs.
If these Samsung Stores become a reality, it’s likely going to have the most effect on its fellow Android smartphone manufacturers, rather than Apple, however. Samsung is already setting itself apart from the competition in terms of market reach and global sales, but distinguishing itself on the physical retail floor will institutionalize a choice between Samsung and ‘all the rest’ for in-store shoppers.
Samsung is getting bolder in its marketing efforts, as was painfully apparent from its lavish, confusing Broadway spectacle earlier this month. If it wants to stand out, physically separating itself inside of Best Buy locations is another very good way to do so.