Since Apple stores rose to become the money-printing machines that they are today, several of the company’s competitors have tried to replicate its success. Microsoft has been the most direct of these, often opening up its stores very close to those of Apple. Sony, which operated its own stores years before Apple entered retail, revamped its stores’ layout and sales strategy to focus more on revenue generation. Nokia tried flagship stores in a few cities that flopped. Even Palm for a time had its brand affixed to a number of small airport stores; the format persists today.
But what of Samsung, which many see as Apple’s closest hardware rival today? For years, the electronics giant operated a showcase at Columbus Circle. A museum of modern art and science, virtually all of Samsung’s products were on display there, but you couldn’t purchase any of them. Its closure in the face of Samsung’s surging sales could only be prelude to a bigger retail move in the U.S.
Last week, Samsung’s intentions became manifest as the company decided to partner with Best Buy to open stores-within-a-store at Best Buy and Best Buy Mobile stores, much as Apple has done. The move will help demonstrate Samsung’s tightening ties among its various products, but ultimately is not enough. Samsung has invested enough in its brand over the past decade and now has enough momentum in the U.S. to have its own branded retail experience. It doesn’t need to be at the scale of Apple’s, but there are gains to be made having a consumer’s full attention at a destination.