US Cellular launches Samsung Store within a store

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.

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