A new form of retail partnership between Samsung and an independent electrical retailer from Wokingham, FutureHome, is proving highly successful, for both the manufacturer and the retailer.
Working closely with Samsung, FutureHome secured a shop adjacent to their current property in which it created a Samsung ‘Shop’ (hence the name ‘Shop in Shop’) in October 2006. This space allowed Samsung to create a much bigger brand presence within the shop to showcase a wider range of its products. Andy Griffiths, Samsung sales & marketing director, commented to IER: “The success of the shop is indicative of the place the Samsung brand has on the market. This joint initiative is also a reflection of what the independent has to offer – the quality of the shopping experience, in terms of in-store display, service and advice. Samsung has helped to create the modern environment in which the consumer can experience this.”
The store sells TV’s, home theatre systems, Blue-ray DVS’s, MP3 players, camcorders but also built-in cookers, washing machines and refrigerators. The initiative has been so successful to date, with footfall and sales of Samsung products increasing by nearly 100%, that Samsung is looking to roll out 50 more stores nationwide through its existing retail channel in 2007.
Trevor Meredith, managing director of FutureHome told IER: “The more such shops open the better it will get – for us and the customers. This initiative proves that you can be competitive without dropping prices”.
