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Samsung to set up ‘shop-in-shop’ at Best Buy

May 8, 2014
This is Samsung Electronics’ “shop-in-shop” section, dubbed the Samsung Entertainment Experience, set up at one of Best Buy stores in the United States. (Courtesy of Samsung Electronics)

This is Samsung Electronics’ “shop-in-shop” section, dubbed the Samsung Entertainment Experience, set up at one of Best Buy stores in the United States. (Courtesy of Samsung Electronics)

By Kim Yoo-chul

Samsung Electronics  has expanded its business alliance with Best Buy by signing a deal last week to launch “shop-in-shop” sections to showcase its high-end products, including premium TVs, at the U.S. firm’s outlets.

The section, named The Samsung Entertainment Experience, is aimed at helping the Korean technology heavyweight promote its latest TV products, Samsung said in a statement.

The section will be set up at approximately 500 Best Buy stores in the U.S. Key products that will be on display will be Samsung’s curved UHD TV and UHD TV lineup. Home audio products will also be prominently featured.

“We hope customers experience the best values of Samsung products and get an in-depth look at how advanced manufacturing technologies can change their viewing experience at home,” said a spokesman at the Suwon, Gyeonggi Province-based outfit.

Samsung declined to comment on how much money it has spent for the renewed business partnership.

The alliance expansion comes as Samsung Electronics is pushing the sale of its premium UHD TVs to offset concerns about a decline in profit in TVs.

NPD, a market research firm, said Samsung was the top UHD TV manufacturer during the first three months of this year with a 45.9-percent share by revenue. Samsung aims to become the top TV seller for the ninth consecutive year in 2014.

“Samsung focuses on target marketing. That means it is seeking ways on how to improve product awareness to consumers, not business partners. That’s why Samsung prefers to expand ‘shop-in-store’ partnerships with major retailers,” said an official at Samsung.