Samsung is making a move into the brick-and-mortar world, announcing Thursday that it will launch 1,400 mini-stores in Best Buy locations across the United States starting this month. The effort fits well with the company’s marketing push as it ramps up its competition with Apple — which, of course, has mini-stores in Best Buy locations as well.
According to a press release from the smartphone maker, around 900 of the mini-stores, which will showcase a range of Samsung products, will be up and running by early May. The mini-shops give Samsung a greater — and more unified — presence among American consumers, not only showing off the brand’s full range of gadgets in one place but also by giving Samsung-specific instructions to consumers in a way similar to the Apple Genius Bar.
Having staff specifically trained on Samsung products on hand will help the company as it launches its Galaxy S 4 phone, which is expected to hit the U.S. market at the end of May. The new phone has a number of features that may require a little more consumer education, such as new camera features and a gesture-controlled menu navigation, so it’s smart for Samsung to get into stores ahead of that major launch.