The worldwide launch of Samsung Electronics’ bespoke fridge ushered in a brand new period of customizable residence home equipment. Permitting you to personalize the colours, supplies and modules of your fridge to fit your wants, Bespoke embodies Samsung’s dedication to providing merchandise that meet the evolving life of shoppers.
The market response to the fridge has been distinctive. Not solely has the lifestyle-focused philosophy of bespoke fridges resonated with shoppers, however Samsung’s innovation has enabled the corporate to extend engagement with home equipment whereas driving gross sales on-line.
Let’s take a more in-depth have a look at what makes bespoke fridges distinctive, and what influence it has had available on the market as a complete.
award successful innovation
When Bespoke launched in 2019, it provided a contemporary tackle the built-in fridge look. It mixes Samsung’s minimalist design philosophy, generally known as flat styling, with the flexibility to customise the inside and exterior of your fridge.
These qualities make it simple to combine bespoke fridges into any house and have earned the equipment a wide range of prestigious design awards. These embrace a Gold Worldwide Discussion board (iF) Design Award 2020, in addition to a Silver Award and Greatest-in-Present honors on the Worldwide Design Excellence Awards (IDEA) 2020.
The recognition of bespoke additionally displays the altering fridge traits.
In response to Samsung’s inside analysis, 39 p.c of European shoppers report that they see their residence as a spot to precise themselves now, in comparison with earlier than the pandemic. On high of that, 22 p.c imagine the great thing about buying – the way it will look of their residence – is extra vital now than it was earlier than the pandemic.
This has led to an elevated curiosity in all kinds of colours in devices. Earlier than the launch of Bespoke, most fridges offered all over the world had been black or silver. Bespoke has modified this pattern.
Globally, shoppers have embraced lighter coloured fridges – with white fridges now accounting for over 40 per cent of demand and different lighter colours corresponding to beige and pink additionally displaying sturdy gross sales. Within the US, white and navy every account for greater than 20 p.c of bespoke demand, and panel colours like grey, blue and pink additionally appeal to shoppers on the lookout for one thing a little bit completely different for his or her kitchens.
Bringing Bespoke to Folks
Since launching the bespoke lineup, Samsung has gone to nice lengths to supply shoppers with alternatives to expertise bespoke and get to know the customization-first philosophy of fridges. These efforts embrace internet hosting a wide range of on-line and offline occasions that present the true worth of bespoke.
On social media, shoppers had been invited to interact creatively with bespoke design by means of two social media campaigns. The #BespokeDinnerParty problem requested shoppers to place collectively feast concepts that had been impressed by Bespoke colours, whereas the Bespoke Design Contest noticed shoppers create their very own designs for Bespoke fridges.
Moreover, Samsung constructed luxurious experience-focused model showrooms in London, New York and Seoul the place clients can go to and have interaction with the distinctive options of first-hand bespoke merchandise. Showrooms carry the bespoke philosophy to life, adorned to showcase how bespoke residence home equipment can mix into a wide range of areas and life.
Samsung additionally introduced these offline experiences on-line with Bespoke Studio at Samsung.com, a web based flagship retailer the place customers can browse, discover, study extra about their favourite merchandise, interact in dialog and purchase custom-made merchandise with the assistance of digital configurator.
This instrument means that you can design and purchase your personal Bespoke Fridge. Not solely does this make it simple and handy to decide on a bespoke coloration that matches your inside, however it additionally makes it simpler to purchase your fridge. Should you need assistance or have questions, the web site additionally has a digital assistant so you will get solutions in actual time. Shoppers within the US can take the expertise even additional with Bespoke AR Lens, obtainable within the Snapchat app, which lets you use augmented actuality to find out which bespoke fridge can be the perfect match in your kitchen .
Such efforts have led bespoke shoppers to more and more flip to on-line platforms to make their purchases. Between January and August 2021, the proportion of bespoke on-line gross sales noticed a big improve. Within the US, Samsung figures present that on-line purchases on Samsung.com accounted for 45 p.c of complete bespoke gross sales, in comparison with 3.4 p.c for all fridges. Within the UK, on-line buying on Samsung.com accounted for 33 p.c of Bespoke’s complete gross sales, in comparison with 8.1 p.c for all fridges.
With the success of experience-focused model showrooms, social media campaigns and bespoke studios, Samsung will proceed to develop distinctive experiences that introduce shoppers to bespoke philosophies and enrich the customization and shopping for course of for bespoke merchandise.
Keep tuned to the newsroom for extra updates on Samsung’s distinctive fridge.