Client: Samsung
Campaign: Retail Reinvented
Designer: Lauren Hernandez
Results: Total consumer electronics sales uplift of 28%

The retail experience for customers within the consumer electronics space lacked excitement and precision. Brand communications were 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 hard to identify among all the ‘tech noise’. Samsung wanted to revive its POS suite and deliver a new communication approach for the retail store environment with relatable messaging that clearly explained the lifestyle benefits of Samsung technology using emotive, inspiring, non-techy, and human-centred language.