In its stores, it has an average ticket between 30 to 40% higher than the other places where it sells products of its brand.
Despite the e-commerce boom in Mexico, for Samsung, physical stores still play a very important role for its sales, but above all to communicate the experience it offers with its portfolio, which is why it will seek to open around 70 units in the next country.
In an interview with Forbes Mexico, the marketing director of the mobile division, Pablo Tapia, although in many countries digital commerce is predominant, Mexico is going there, but gradually, since people continue to like to see, touch the products.
“The Samsung Experience fulfills the function of giving an experience to people, for us, it is fundamental and an opportunity to bring people closer to the value of the company,” he said.
And, he explained, in the process of buying a phone in Mexico a physical store continues to have a very important part because people do a work of exploration, research, they like to touch it, see the quality, the weight, something that digital shopping has not been able to answer.
In fact, he highlighted that Samsung stores have an average ticket between 30 to 40% higher than other places where they sell their brand products, in addition to having promotions and unique products, such as the Galaxy M family.
“Our intention is to continue growing and to reach 100 stores in the course of a year or a year and a half, today we are already at 30, there are variables that will continue to be controlled since we want to be in the right spaces. They have to meet a certain size of footage, city, traffic in the shopping center, “he said.
Tapia explained that they have various store formats, so they are looking for spaces based on various elements and growing as we find opportunities to be in shopping centers where there is more traffic.
According to data from The CIU, between January and March Samsung was the second best-selling brand, behind Motorola with 21.5% of the equipment sold, due to the high adoption of mid-range devices by; while Samsung had 19.5%, thanks to its vertical focus, with teams from 4,000 to 59,000 pesos, remaining a very relevant player.
While Xiaomi positioned itself as the third best-selling brand in this period with 12.2%, driven by its high-performance strategy and aggressive prices, it places them in a position to absorb the share that Huawei left vacant.
However, at the end of the first quarter of 2021, Samsung remained by far the company with the largest share in the smartphone market, with 34%, 2% more than the fourth quarter of 2020; the second place went to Motorola with 21.1%, achieving an advance over the 18.7% of the previous quarter.
While Huawei registers participation of 14.3%, only 0.3% more than at the end of December; while Apple is in number four, with 11.3% market share.