By Patrick Avenell

Samsung Electronics Australia is joining forces with Dick Smith Electronics to showcase its technology products, such as its Galaxy smartphones, tablets and cameras, in a single-brand retail environment.

These new store-in-store concepts are planned for at least several Sydney Dick Smith outlets, with the two companies currently recruiting 'brand ambassadors' to promote both Samsung and Dick Smith while also processing sales with a 20 per cent commission.

"This is an exciting new project between two big brands in the Australian consumer electronics retail environment," reads the advertisement posted today on Seek.com.au.

"As a part time Samsung Brand Ambassador you will be empowered with directly showing Dick Smith customers, during peak trading hours, the amazing impact Samsung products can have on their day to day lives."

The move into Dick Smith comes after Samsung Electronics Australia announced the roll-out of a new branded store-in-store display concept, known as 'Paragon'. Philip Newton, vice president of consumer electronics at Samsung Electronics Australia, described the Paragon displays as a "huge investment" in retail, and one that would be a win-win for retailer and supplier alike.

Click here to sign up for our FREE daily newsletter
Follow Current.com.au on Twitter

Brands have been increasingly favouring the single brand, store-in-store concept over the traditional brand-agnostic shelf of similar products for several reasons.

First, these collections tell a 'brand story' – consumers see how a Samsung tablet works with a Samsung TV, or how Wi-Di works between the LG 100-inch projector display and an LG Ultrabook.

Second, consumers can not immediately choose the cheapest product among similar products. While they can always walk over to a different part of the store to compare, this breach gives sales staff (or 'brand ambassadors') the opportunity to close consumers on features and benefits instead of dollars and cents.

Third, empowered brand ambassadors can become evangelists for the various products. Apple, in its retail stores, has exploited this potential masterfully.

And from the retailer's perspective, it is almost always the supplier that pays for these installations, so they end up with an attractive piece of in-store furniture at no cost.

Here is how the Samsung/Dick Smith advertisement describes the brand ambassador role:

"The primary function of this role is to actively promote, demonstrate and sell Samsung branded product across AV, IT and Telco within your assigned Dick Smith store.

"As a Samsung Brand Ambassador you will be responsible for maintaining all Samsung displays and POS, ensuring the technology is working everyday and the latest products are on display.

"You will ideally become the benchmark for all other ambassadors, in a role which will see you hand over the final sale at the register. Your knowledge will enable you to train other in store sales representatives, further adding to your future growth opportunities."

For an example of what this concept might look like: King Kambo's new court a first for Australian CE retail