Samsung unpacked ‘retail experience’ in Palo Alto

18-Feb-2020 Intellasia | KoreaTimes | 6:02 AM Print This Post

Samsung Electronics has firmly established itself in the smartphone market but is shifting its focus toward providing an engaging retail experience in order to compete with market leader Apple.

As part of the new move, Samsung has opened the “Samsung Experience Store” in Palo Alto, Calif. The large, silver Samsung logo on the outside of the building looks somewhat chic and sophisticated in contrast to the warm and inviting atmosphere inside. The atmosphere allows customers to comfortably test out and experience the products in front of them.

A pool of South Korean reporters visited the store to see how the Samsung brand appeals to US locals on February 12, just a day after the “Galaxy Unpacked 2020″ event was held in San Francisco, unveiling for the first time the state-of-the?art Galaxy S20 series and Galaxy Z Flip clamshell foldable phone.

Upon walking into the building, the first thing that catches the attention is the three new flagship smartphones: the Galaxy S20, S20 Plus and S20 Ultra. Visitors are allowed to test out the new products in store before their scheduled release on March 6, and can get a better understanding of the upgrades and changes that were added.

The S10 series as well as Galaxy wearables, tablets and diverse products were also on display.

“Recently, the Galaxy Note 10 Plus was the best selling product followed by the Galaxy S10,” an employee of the store said. The answer failed to impress somewhat. It would enhance the experience if sales personnel focused more on how its devices could appeal to customers rather than highlighting the sales curve.

The store also live-streamed the Galaxy Unpacked event on February 11, and showcased the new smartphone line up simultaneously at the end of the event. “Even though it was a weekday, there were 80 percent more visitors than normal during the Unpacked event,” said Kyoung Jae-moon, senior director of retail operations at Samsung Electronics America

The store spans 5,123 square feet with around 40 employees. The store supports all aspects of the Galaxy line up from purchase to repair as well as learning about the new sophisticated technologies the new smartphones have to offer.

Experience 5G

There are two key marketing aspects of the store. First being able to experience the fifth-generation (5G) technologies targeting tech savvy customers and a strategy to appeal to Apple’s customers, as even the latest iPhones do not support the 5G network. “The store gives a better understanding on how the 5G technology in mobile phones could change customer’s daily lives and their work environment,” he said.

The location of the store was well planned out, established in the heart of the Silicon Valley where thousands of IT and electronics startups are located as well as the prestigious Stanford University.

“Most of the customers are in the 20s to 30s as there are many high-tech companies in Palo Alto as well as Stanford University students tend to visit the store the most,” Kyoung said.

The store also provides a glimpse of the endless possibility through connectivity of the Galaxy phones to everyday life using Internet of Things (loT) technology. In the far corner of the store, there were several IoT devices connected to Galaxy smartphones able to remotely control the locks on the front door, the TV, speakers as well as confirming who is ringing the doorbell.

The Samsung Experience Store Palo Alto opened on December 12 and is the fourth of its kind with other stores located in Houston, Long Island and Los Angeles. The store location was strategically thought out just five minutes walking distance from an Apple Store and also in close proximity to Apple Park, the corporate headquarters of Apple Inc., located in Cupertino, California, which seems to imply the Korean tech giant plans to catch up to Apple in terms of market share and further expand its presence in the US market.


Category: Korea

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