Recent Posts
- April, 2024
Using Data, Analytics & AI to step-change your Sustainability
Laying the foundations for a generative A.I. strategy that delivers value
Why the EU’s new Corporate Sustainability Reporting Directive (CSRD) legislation will have a major impact on the Sustainability of your business
- March, 2024
The Foundations of Effective IT Service Management with Paul Stanley
The Foundations of Effective IT Service Management with Paul Stanley
The client
Samsung is a renowned global company known for its innovative technologies and diverse range of products and services. With a focus on electronics, telecommunications, and digital media, Samsung has consistently pushed the boundaries of what is possible, driving innovation at scale. From smartphones and televisions to home appliances and wearable devices, Samsung's commitment to excellence and technological advancement has set new industry standards, making it a trusted brand worldwide.
The challenge
To drive pre-launch awareness of their flagship mobile product Galaxy S9, Samsung ran an omni-channel marketing campaign designed by their in-house agency Cheil. Central to the campaign was a pop-up physical store – the Samsung Galaxy S9 Experience Studio – located at the Utrecht train station, where 220k passengers commute every day. Due to the short life cycle of a pop-up, it was critical for Samsung to maximise every store experience. This is where they engaged StoreDNA and Riverflex. Riverflex’s digital team used real-time data generated by Samsung’s computer vision technology (traffic, dwell time, age groups, gender) as well as more traditional data sets on e.g. staffing schedules. By performing regular analysis on the combined data sets, a continuous learning cycle was enabled for in-flight optimisation and improvement.
The approach
At the heart of this retail innovation idea is picturing the store visitor’s journey within a conversion funnel. Each moment in the shopping experience is a step towards our ultimate goal of converting the visitor to be a social advocate. The journey begins as a passer-by outside of the retail store and progresses through different zones within the store. In the case of Samsung, they progressed through the welcome zone, product tables and the experience zone. Each zone was treated as a funnel stage and we defined the key metrics tracked.
Key outcomes
- →After realising the greatest funnel leakage was conversion to the Experience, efforts were focused on making improvements. This has had the largest impact on overall performance
- →Opportunities for staffing schedules have been identified and optimised for the next pop-up store. Staff to visitor ratios showed the specific days and shifts that were under-staffed and those that were over-staffed
- →Passer-by-traffic patterns were defined. The analysis showed clear patterns in traffic and store visitor capture rates. Further analysis could reveal the drivers and enable even more effective messaging
