Sony is following Samsung's lead by opening its own Experience stores in hundreds of Best Buy locations nationwide.
Samsung has been successful in expanding its retail presence through its partnership with the retailer.
Samsung and Sony, two popular electronics manufacturers, are strengthening retail presence by partnering with Best Buy. The new arrangement brings a string of "Experience" in-store outlets across the nation to demonstrate a wide range of electronic goods offered by the tech giants. The move, which is new to Sony, will introduce 350 new dedicated outlets called the Sony Experience, while Samsung will expand its retail presence with 500 new stores within Best Buy.
The store-within-a-store concept is a convenient way to expand into retail business as the companies save huge expenses to set up standalone brick and mortar stores. Samsung has already experimented with the unique Samsung Experience Shops in 500 big-box Best Buy stores and 410 Best Buy Mobile stores to give consumers a first-hand look at products such as its smartphones, tablets and wearables. The new locations will feature South Korean electronics giant's latest televisions, including the pricey curved ultra high-definition TVs.
"With user-friendly, interactive demonstration experiences and a dedicated team of product experts trained to deliver a world-class experience, the Sony Experience at Best Buy will be an ideal place to inspire, engage and educate consumers about Sony's home theater products," Mike Fasulo, president and chief operating officer of Sony Electronics, in a statement, CNETreports.
Sony, on a similar approach to showcase its electronic lineup, will utilize the setup to display its full line of televisions sets, including the expensive 4K TVs, and other products including 4K HandyCam, 4K media players and its best-selling PlayStation 4 gaming console.
"We understand the importance of the product experience in stores and will continue to work with our retail partners to showcase next-generation technologies through effective merchandising solutions," CNET quoted Tim Baxter, president of Samsung Electronics America, as saying in a statement.
The new outlets will adorn the Best Buy locations nationwide starting mid-May.
