Samsung aims to enhance customer experience

Each Samsung Open House features a “Samsung Centre Stage”, an interactive giant screen of as much as 85 inches. Made available are not just superior shopping experiences but also practical information for consumers’ purchase decision-making, the company says.
Samsung expects to revamp 10 outlets in Bangkok this quarter and all other outlets across Thailand in the future.
Saowanee Sirariyakul, digital-appliances business director at Thai Samsung Electronics Co, said that in the home-appliance industry, physical display zones were the most important tools for communicating with consumers.
Digital appliances for home use are high-involvement products. Therefore, consumers feel compelled to search product information seriously in terms of usage instruction, cost-effectiveness, technology and benefits.
Consumers usually look for advice from experts, friends and family members before making a purchase decision.
Samsung’s studies on consumer behaviour have found that most consumers do not understand digital appliances when walking into shops. A great variety of products on display confuses them. Up to 68 per cent of consumers say experiences at the shops are the most important factor in their purchase decision-making process.
In addition, just 36 per cent of consumers buy digital appliances during their first visit to shops.
“Recognising consumers’ needs, we have decided to make it easier for consumers to find products and product information they want at our places. We have done so by re-creating our outlets as Samsung Open Houses,” Saowanee said.
“When consumers walk in, they will feel like [they are] walking into a house in which they can enjoy superior shopping experiences amid a variety of digital appliances and with the help of experts.
“Useful information is provided in a friendly way so that consumers can get the products that best respond to their needs. Such information will remove any confusion about each product model and category, ensuring that consumers are satisfied with their shopping experiences.”
Samsung Open Houses were based on the “home is the happiest place on Earth” concept. Featuring a homey mood, product-display zones are packed with premium digital appliances from Samsung.
Among them are refrigerators, washing machines, microwave ovens and vacuum cleaners. Consumers can walk in and be rest assured that they will be welcome and provided convenience and get what they want.
Consumers can even test digital appliances in the kitchen zone.
But the big highlight in the Samsung Open House is the Samsung Centre Stage, an interactive UHD (ultra-high definition) screen that is as big as 85 inches. On this screen, consumers can study the technology and usage instruction of all Samsung products.
They can also have fun placing Samsung’s appliances into various styles of homes via the screen.
Experts will be around to assist customers too.
“In the face of rather intense competition in the home-appliance industry, product innovations are no longer the only decisive factor,” Saowanee said. “Samsung therefore has decided to introduce the Samsung Open House.
“This facelift applies to Samsung outlets across the world. In Thailand, Samsung Open Houses have already materialised in three locations, namely Power Buy Central Chidlom, Power Buy CentralWorld and Power Buy CentralFestival EastVille, to appeal to premium consumers.
“Since the revamp, the number of walk-in consumers has increased by more than 40 per cent. Sales as a result have soared significantly.
“We plan to turn 10 outlets into Samsung Open Houses before the end of March. We also plan to revamp all other shops across the country in the same way. Samsung Open Houses will vary in format and size to suit consumers in their areas. But the goal of the revamps will be exactly the same. It’s to create impressive experiences for people shopping for Samsung’s electrical appliances for home use.”
Saowanee continued: “Samsung is committed to not just creating state-of-the-art innovations to raise consumers’ quality of life but also to changing consumers’ product-selection method so as to deliver them the best shopping experiences. Through our efforts, consumers can get the information that is most relevant to their needs.”
Arnut Changtrakul, managing director of Power Buy Co, said: “Amid the fierce competition in the electrical-appliance industry, Power Buy – a leading distributor of electric, electronic and IT devices – has kept pace with evolving technologies and consumers’ changing lifestyles.
“Our marketing strategy is always adjusted in a way that allows us to offer products that best respond to the lifestyle of each customer. We have exposed consumers to inspiring innovations so that they are aware of what they can use to make their life more comfortable.
“We also provide product experts who will be on hand to provide proper advice when consumers would like to get one.
“As for Samsung, the latest facelift at its display zones clearly makes it fun and easy for consumes to make purchase decisions.
“This year, Power Buy is focusing on digital lifestyles. So we aim to highlight the ‘Internet of Things’, beauty and health products and food, wearable IT gadgets, plus premium personal-lifestyle items.
“Overall, Power Buy seeks to respond to the various lifestyles of consumers by providing technologies that make their life both modern and comfortable.“We believe that the revamped Samsung display zones in Power Buy branches will stimulate the electrical-appliance industry. When coupled with the fact that famous brands continue to launch new products, the market will become very vibrant. Power Buy trusts that all these moves will help strengthen our status as a leader in this business.”