Client: Samsung
Branding, Shopper, Path to Purchase, Point Of Sale

The retail experience for customers within the consumer electronics space could be more exciting and clear. Brand communications are almost impossible to understand due to the heavy use of tech jargon and the presence of too many disparate pieces of POS with different messages. Most significantly, the lifestyle benefits consumers are seeking to understand are simply impossible to identify among all the ‘tech noise’.

Samsung wanted to revive its current POS suite and deliver a new communication approach for the retail store environment with relatable messaging that clearly and simply explained the lifestyle benefits of Samsung technology in emotive, inspiring, non-techy and human-centred language.

To help transform how Samsung appears in retail channels, I worked closely with our Strategy and Account Service teams and our client to refine and finesse POS templates and story-telling across multiple categories. Not only did our POS suite reinvent the way Samsung appeared in the retail segment, but it reinvented the way customers process information in this category, setting a new revolutionary standard for in-store retail experiences.

Key Results
Total consumer electronics sales uplift of 28%

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Conceptual Direction, Art Direction and Design roll-out by Lauren Hernandez, at Traffik.