How do you compete with a giant like Apple’s iPad? Well, if you are Samsung, you form a strategic alliance with the coffee company Illy. As a part of the deal Illy coffee shops will put Samsung’s latest tablets on display. That way, people can try them and then decide to buy them.
Illycaffè shops will have a Samsung display booth demonstrating the new tablets, like the Galaxy Note 10.1. It provides a relaxed environment where users can get to know the tablets. Customers visiting the Illy coffee shops will be assisted by ‘Samsung Angels’ who will demonstrate the tablets and its features. That just sounds weird. Unless they are like Victoria’s Secret angels. I’m all for that.
London’s Illy shop was the first to start with the service, but right now the tablets don’t have any special apps for the coffee shop except for the price list. The deal will also have some Illy coffee shops being set up in Samsung showrooms. Desperation or innovative thinking? You be the judge.