In an effort to reach out more directly to their respective customers, wireless industry leaders Verizon Wireless and AT&T are both launching their own stores right inside Best Buy stores. Verizon is setting up special sections within Best Buy called Experience Stores, wherein store staff well versed with the Big Red’s offers can promote and even demo the wireless carrier’s services and devices. As for AT&T, it too can play that game. The second biggest wireless carrier in the United States is also launching special shops within Best Buy outlets in order to highlight its own gadgets, services, and even its DirecTV service.
Verizon Wireless has already started rolling out its Experience Stores, and is expected to set up special sections in 100 Best Buy locations before the end of this month. By the end of this year, Verizon should be able to establish Experience Stores in 250 Best Buy outlets. Considering that the holiday season is just around the corner, this is a wise move from the wireless carrier.
Verizon’s aim in setting up Experience Stores has always been to cater to its current subscribers, and of course, to prospective customers, while inside Best Buy stores. What better way to reach out directly to existing and potential customers than by doing it in a very accessible and familiar environment. More importantly, Experience Stores serve as additional arms to Verizon’s already expansive retail presence.
Never far behind, of course, is AT&T whose own special shops have also begun rolling out. Just like Verizon’s set up, AT&T’s special shops will be handled by staff trained in selling the carrier’s devices and services. And mirroring the Big Red’s targets, AT&T is also looking to add special shops in 250 Best Buy stores by the end of this year.
Setting up special sections/shops within Best Buy outlets is nothing new -- lots of tech companies have already done it in the past. As a matter of fact, a couple of years ago in 2013, Samsung established minishops in Best Buy stores in order to promote its smartphones, tablets, and other tech gadgets. A year later, Sony also employed the same tactics, launching its own special section inside Best Buy outlets in 2014.
Obviously, having a section inside Best Buy that highlights one’s own products and services is always a win for tech companies. For one thing, it gives their gadgets better visibility. Secondly, the presence of trained staff helps immensely in providing answers for on the spot inquiries from walk in customers. More importantly, the staff can boost conversion rates especially in encouraging prospective customers who sometimes just need a little nudge to make a purchase.
