
Allison Joyce/Getty Images A hands-on experience with smartphone Samsung Galaxy S 4.
Samsung Electronics gives Apple some of its own medicine. The company will implement this summer within Best Buys mini-magasins across the United States.
Samsung Thursday said it would open 1,400 stores at the end of June. Called a Samsung experience Shop, each store will be an entire section at Best Buy dedicated to Samsung smartphones, tablets, cameras, portable computers, televisions and accessories. It will include customer support for products of Samsung, similar to the Genius Bar at Apple stores.
Samsung is the largest manufacturer of phones in the world. But the Apple iPhone is still the mobile device sold in the United States.
Nevertheless, Samsung said the launch of its Best Buy stores is not to compete with Apple, but rather to offer consumers what they want. "At the heart of who we are, it's the answer to the needs of consumers and demands and ensure that they are happy and autonomous and happy their choice of Samsung as a brand," Ketrina Dunagan, Vice President, marketing at retail, said in an interview.
Apple has about 400 brick and mortar stores worldwide. Apple also has mini-magasins in locations of Best Buy and partnerships with other major retailers like Wal-Mart and Target; its iPhones and iPads are displayed in carriers retail stores.
Features of Samsung, too, with large panels and stands inside the shops of carriers are strongly encouraged, and in July, the company opened a retail store in Vancouver. It remains to be seen whether the company will continue to deploy its own stores. Ms. Dunagan said opening stores within Best Buys is a faster way to expand the footprint of the company in the large distribution.
Other manufacturers of electronics like HTC, Motorola and BlackBerry do not have as strong a presence at retail, and they rely mainly on wireless companies, sale of their phones.
Samsung has partnered with Best Buy for a long time. Now, the main difference is that instead of having its products in Best Buy stores, they will be in the same place. In the mini-magasins, Best Buy employees will be trained to educate consumers on Samsung devices and their market through the purchase and activation. In stores with more space, there will be demonstrations showing how Samsung devices can share content on multiple screens. In the customer support section, shoppers can ask employees of Best Buy what they can do when something does not go with a Samsung device, as when the screen breaks.
Of course, Samsung must pay Best Buy to upgrade its products featured in many stores. Ms. Dunagan refused to comment on how many because the details of the partnership are confidential.
This post has been edited to reflect the following correction:
Correction: April 4, 2013
An earlier version of this post included an outdated name for the manufacturer of smartphones BlackBerry. The company is called now BlackBerry as well, is more Research in Motion.