Samsung shows off concept store

Samsung plans to upgrade all its 128 branded shops to the experience store concept - based on customers' need and interests, with more than 10 outlets earmarked for change this year.
Wichai Pornpratang, corporate vice president/ IT and Mobile Communications, Thai Samsung Electronics, said the experience store concept is designed to allow consumers to experience and be briefed on the latest innovation products and services, smartphone, accessories, and other devices. 
The move is to ensure the market leadership of Samsung which was also the pioneer in launching branded-shops eight years ago, Wichai said, adding that most of the consumers in Thailand have yet to benefit the full scope of smartphones and other innovation devices. The Samsung Experience store will allow Thai consumers to have a hand-on experience of new devices before making a purchase. 
"Smartphone is now people’s companion, work and life, so we want to offer our customers true experience at the experience store. We want them to play and enjoy our products before purchase. We designed it as a playground for our consumer," said Wichai.
The first experience store is located on the 3rd floor , Siam Paragon. It is the prototype for others it plans to renovate and other new outlets. 
"This shop was solely funded by our headquarters in Singapore, and is operated by our partner Jaymart. For other shops, we will co-invest with our partners as we have done with the branded-stores," said Wichai.
The new store focuses on offering consumers the experience of using Samsung products, and the floor plan was designed to let them enjoy while walking through the shop. 
The shop comprises eight zones: U-Bar to showcase all flagship smartphones; photography zone to highlight performance of Samsung smartphone's camera; music zone to showcase Samsung headphone and bluetooth wireless speakers; VR 4D to allow consumers experience the virtual world in different way; gaming zone to allow consumers to enjoy playing game with Samsung's products; work zone to showcase how Samsung smartphone and accessories allow consumer work anywhere and anytime according to their lifestyle; as well as accessories zone and services zone.
Dusit Sukhumvithaya, co-chief executive officer, Jaymart Mobile, said the experience store will add a new dimension to customer experience and help increase shop's revenue. 
Since the store was renovated and opened two months ago, its revenue has risen 40 per cent.