Samsung has just unveiled a new digital in-store shopping experience designed to help consumers decide on just the right home appliance.
Called CenterStage, the 3 by 3 interactive video wall showcases Samsung’s portfolio of appliances in Best Buy stores with ultra-realistic, life-size displays.
In a news release, Samsung says: consumers find appliance shopping confusing and uncomfortable. Thirty-six percent are overwhelmed by too many choices, and 77 percent say the current in-store experience doesn’t provide enough product information.
CenterStage™ was designed to captivate and educate consumers, showcasing the appliances in a highly accessible and intuitive way. With in-depth product details and explanation of features, consumers can actually envision what Samsung’s products will look like in their homes. In addition, an intuitive and user-friendly touch-screen interface has been integrated to leverage people’s familiarity with smartphone gestures and interactions.
“By blending the physical with the digital, we are transforming the way consumers experience our products and making it much easier for them to shop for appliances,” said Yoon C. Lee, vice president, Samsung Electronics. “With retail floors getting more and more cluttered, CenterStage™ offers virtual access to every Samsung home appliance on the market with an immersive UHD display, engaging graphics, and clear explanations of product features and benefits. It’s a one-stop-shop for all appliance needs, and we believe it will appeal to consumers by enhancing and making their home appliance shopping experience easier than ever.
With CenterStage, consumers will be able to:
- Experience the entire range of Samsung home appliances in true-to-life size at UHD resolution, with exterior, interior and alternate views, plus a zoom function to see features up close
- Understand product features and benefits through a variety of informational videos, graphics, icons and multi-media content
- Filter product information to find the right appliance for their individual needs using a side-by-side comparison tool that considers type, capacity, finish, color, price and more
- Imagine how the appliances will look in their homes through the “scene selector” feature, which populates the specified product and color options into a range of kitchen and laundry room settings – from modern to Mediterranean
- Easily save and share information to their smartphones and other smart devices
An Ad Age story up today says these video walls are up in two Chicago-area Best Buys and this is part of a larger rollout.
The program was put together by The Barbarian Group, using its own in-house interactive software. It involved 25 staffers and eight months of work, so I am thinking this is a seven figure program in terms of cost.
We’ll just assume they used Samsung displays ;-]
Big video walls in retail settings get pitched, a lot, but you rarely see them as anything more than trade show booth bait. This one makes a fair amount of sense in a retail environment – particularly downtown stores – as a way to powerfully demo the features ands benefits of products that take up a lot of floor space but are hard to tell apart. You could open two real fridges side by side and have to work at figuring out what’s different, but interactive allows for storytelling and deep, on-demand features and benefits information.
Apart from the scary price tag, I like.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than 13 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia.