Samsung devices are set to be highlighted in 100-square-foot space using virtual and real hosts, beginning at U.S. Cellular store in Madison
Regional wireless operator U.S. Cellular tightened its relationship with consumer electronics giant Samsung, rolling out a “store-within-a-store concept” at a carrier retail location in Madison, Wisconsin. U.S. Cellular said it’s the first domestic carrier to launch a “Samsung product-focused store-within-a-store experience to customers in company-owned stores.”
The “experience” consists of 100-square-feet of retail space dedicated to Samsung products, which includes an “interactive … virtual host designed to help customers learn key features and benefits” of Samsung devices. The host is said to “respond to the customer and guide them through the devices on display.” Should customers want a more human experience, U.S. Cellular is also staffing the locations with “specially trained” employees.
The carrier said it plans to roll out the concept to approximately 57 retail locations through October.
U.S. Cellular recently reported another mixed quarterly performance, with the carrier showing the continued evolution of its operations and pressure from larger rivals. During the recently completed second quarter, U.S. Cellular said it added 36,000 net new connections, which more than doubled the 17,000 net connections posted last year.
The latest results continued the carrier’s recent trend of strong growth in “connected devices” that accounted for 49,000 net new connections, offset by modest smartphone growth of 8,000 net additions and feature phone losses of 21,000 connections during the quarter.
U.S. Cellular earlier this year announced a deal with Google to be a network service provider for the company’s Project Fi mobile virtual network operator service. The Google service also relies on cellular service from T-Mobile US and Sprint.
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