Samsung builds retail clout in Nairobi

Thursday February 25 2016

Samsung Electronics business leader for mobile,

Samsung Electronics business leader for mobile, Simon Kariithi (right) and Nasser Ahmed, director Samsung Delite Store try out the Samsung Gear VR devices at the official opening of the electronics firm's latest customer experience store along Kenyatta Avenue on February 25, 2016. PHOTO | LILLIAN 

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Samsung Electronics has opened its largest Africa Samsung branded store in Nairobi to fight the recent surge of cheap arrivals and grow sales.

The move is also a vote of confidence in Nairobi's retail market which has been ranked among the fastest growing in Africa.

The store is situated along Kenyatta Avenue with 4045 square feet of floor space. It will showcase Samsung’s latest technologies in mobile devices, wearables, business to business products and accessories.

“We have to keep on ensuring that our customer centres are not just stores that stock our products, but a place where we demonstrate how technology can transform lives and businesses,” said Simon Kariithi, Head of Internet and Mobile at Samsung Electronics East Africa Ltd.

Faced with declining sales, smartphone makers are among others things opening mega-stores in key cities around the world to fight the lacklustre sales season.

The design of the Delite store allows for customers to interact with a number of devices that can converge to improve personal user experience.


“The new experience centre provides us with an opportunity to showcase how the technology at Samsung can be integrated to offer daily personal and business solutions,” added Mr Kariithi.

The new store will employ over 20 people who will be trained on customer service and how to raise the bar amongst competitors.

Communications Authority reports a mobile penetration rate above 88.1 per cent, a figure that points to increased sales in mobile phones. Techno, Huawei, Infinix, Wiko, Htc among other brands have posed stiff competition to Samsung, owing to their affordable prices tagged along with quality technology.

To attract more customers, Samsung had to find a superior way of engaging with customers. This is because the phone manufacturer has not been able to reduce its phone pricing.