On- and offline retail safari inspires Samsung shopper team
A retail safari in Manhattan (NYC) combined with a digital safari fuelled the Samsung Home Electronics US team with 80+ ideas to improve its retail experience.
How it started
The Samsung Shopper Insights team in the US aims to bring fresh shopper insights & inspiration to the marketing teams. Based on extensive shopper journey work, it was clear that there were three main challenges:
- The path to purchase is overwhelming: too many brands, models and tech
- Shoppers lack trust in the info they find and seek signals that they have made the right choice at each stage of the journey
- Although ‘Value’ seems to be a loose construct, all shoppers expect brands to deliver it
How we inspired change
We organised a retail safari to get to the inspiration needed to tackle the three challenges. 30 Samsung cross-functional members met in NYC in August 2022. Each team visited 3-4 out-of-category retail locations in Manhattan.
They were tasked with experiencing these places as shoppers and documenting key insights on the four Realms of an Experience Framework: Entertainment, Educational, Esthetic, and Escapist.
The teams then reconvened for an afternoon workshop to discuss observations and implications. A digital safari exercise for the same brands was also completed by cross-functional team members to explore how the physical and in-store can be integrated.
How it lives on
The team collected 200+ retail observations via WhatsApp and 50+ digital observations and mapped them along the four Realms of the Experience Framework. Together, they created 80+ ideas to improve the Samsung Home Electronics retail experience and presented their best ideas in a ‘Shark Tank’-style pitch.
All was debriefed in a session on key learnings and big ideas. Also, next steps were defined, such as a presentation with the broader Home Electronics Team (~700+ employees), idea screening, and planning for a Retail Safari for the Samsung Home Appliances Team).
“Thank you for a great job with the Safari yesterday. Everything worked out really well and your team was instrumental in making it a success. We keep receiving positive feedback from the attendees and can’t wait to share our insights and observations with broader Samsung teams.”
Ready to do what matters?