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U.S. Cellular Rolling Out Samsung Shops

Regional carrier U.S. Cellular has opened the first of 57 planned in-store Samsung shops, making it the first domestic wireless provider to feature the branded section in a company-owned store.

The debut store-within-a-store was unveiled last week in Madison, Wis. The 100-square-foot interactive space features a full range of Samsung mobile products, including the just-released Galaxy Note 7, as well as the Gear VR headset and S2 smartwatch.

The shop is staffed by specially-trained U.S. Cellular associates and a “virtual host” that can tout key product features and guide guests through the product displays.

The Samsung sections will roll out to 56 more stores through October, representing about 8 percent of the carrier’s approximately 700 locations.

“As the first of any U.S. wireless carriers to offer a Samsung product-focused store-within-a-store concept in its company-owned stores, this collaboration demonstrates how U.S. Cellular is redefining and enriching the customer experience,” said marketing VP Joe Settimi. “This dedicated area allows us to provide even better service to our customers without compromising their need to confidently purchase or learn more about a device that meets their needs.”

U.S. Cellular is the fifth-largest full-service wireless carrier in the country, serving nearly 5 million customers across 23 states.