Even though Samsung has two stores in OZ, Dick Smith has hundreds of locations spanning every city and town.
"It opens up another avenue for Samsung," says Timpson. Samsung's smartphone brand loyalty in Australia has swelled even further in 2013, according to new Kantar figures.
|Samsung pop-up store at Sydney Opera House to coincide with S4 launch. |
Apple iPhone already has the 'in-store' experience, but Samsung Galaxy is starting to encroach more and more into Apple's once loyal customer base, with the release of hero phones Galaxy S2, S3 and S4 earlier this year.
And the figures speak for themselves.
Loyalty for the once-worshipped Apple iPhone brand, traditionally massive in this country, (think all-night iPhone 4S/5 hysteria and queues) is fading fast, slumping to 76% in March '13 from 83% in December '12, Kantar figures show.
Meanwhile, loyalty to mobile darling Samsung Galaxy is soaring quarter by quarter and is now almost 64% - up 4% from December '12. Most of those steering away from iPhone are veering towards Samsung, says Timpson.
The Samsung user profile in Oz is different to rival Apple's - the bigger screen Galaxy smartphone is favoured by younger males, differing from Apple's female-orientated user base.
The Samsung Galaxy S3, S4 are Samsung's hero products, propelling it to No. 1 phone maker globally, and the promotion of a "slicker", sexier brand adds to the customer experience.
"Samsung is really succeeding in increasing its loyalty", so store-in-store will definitely help them further along, says Timpson.
It also pushes an entire Galaxy eco-system into the 'hearts and minds' of tech-hungry consumers, who are then more inclined to buy a Galaxy Tab, camera or even branded TV.
The first Samsung store in Sydney's CBD, opened last year, showcases its entire range of products - everything from S4, Note II to notebooks, ultrabooks and TVs.