updated 09:15 pm EDT, Thu May 1, 2014
Trend of competing store-within-a-store areas continues inside retailer
Both Samsung and Sony are readying retail spaces inside of Best Buy stores to showcase new home theater items, featuring 4K ultra high definition televisions at the big box retailer. Labeled as "experience" areas within the stores, Sony will have dedicated areas in 350 Best Buy stores, while Samsung will have featured areas in 500 stores to be installed in the coming weeks.
The areas for Sony's in-store placements will feature 4K UHD televisions and technology at their forefront, but will also be used to showcase other consumer electronics. This includes media players, sound bars, camcorders and the Playstation 4. Time describes the retail spots as a 400-square-foot space dedicated to the Sony brand. With Sony's previous announcement that it is closing 20 stores in the United States, the specialized store spaces inside of the national retailer may be what the company needs to keep competitive at minimal cost.
Samsung builds upon its onsite offerings within Best Buy stores to bring in an additional spaces dedicated to introducing customers to 4K televisions. In addition to the TVs, Samsung intends to show off some of the other features surrounding their home theater systems, such as screen syncing and the Shape wireless audio system. The new Samsung experience spaces will be in addition to the 1,400 previously existing shops dedicated to smartphones and Gear watches that have already made it into the brick and mortar stores, according to a release from Best Buy.
To Best Buy's credit, their standard employees will still be staffed in both experience areas. However, the spaces will also be staffed by "dedicated experts" that have undergone specialized training from the manufacturers.