Apple, back at its September iPhone event, announced that it is renaming its Genius Bars to ‘Town Squares’ and there’s a good reason for that. One of the key differentiating factors between investing in an Apple product and others is the access to the company’s exclusive stores. For the past year, Apple has been trying to push these beyond the usual customer service experience with regular sessions, talks, and more.
Samsung thinks it can do better. And for getting started, it’s partnering with co-working space startup WeWork. The idea for these so-called “care centers” is quite straightforward — Samsung customers can visit any of them and while they wait for their gadget to be repaired or for their appointment, they can take complete advantage of the rest of the WeWork space for doing just about anything like make calls or drink coffee or get some work done.
Like most WeWork spaces, care centers will flaunt a modern and premium aesthetic as well with phone booths, video conferencing systems, and more. In the center of all this, you’ll find a glass box which is sort of an internet cafe featuring shared tables and Samsung workstations.
For now, however, care centers’ will be limited to just “tier 1” support which means customers can get technical help on how to use Samsung’s products. Furthermore, if required, the staff can even accept a damaged piece of equipment and mail it away to be fixed. “Tier 2” support which includes replacing a screen or hard drive on site is yet to be implemented.
For starters, Samsung is piloting care centers in three locations — Detroit, Miami, and Williamsburg, New York. It’s worth noting that this is, at least right now, just an experiment and the company might even abandon the plan if things don’t work out. This also isn’t the first time Samsung has partnered with WeWork. A year ago in Austin, Samsung deployed special VR chairs and tablet stations at a WeWork location to showcase its hardware.