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Retail
BRAND EXPERIENCE
INNOVATION IN BRANDEXPERIENCE: DIGITAL vs PHYSICAL SPACES By Matteo Melani In today’s era, where internet has eliminated distances, and the knowledge base of consumers has grown compared to before, brand-experience is played on several fronts: from digital to marketing to physical spaces.
Samsung Store Brand values don’t just provide information, but also convey emotions while simultaneously communicating clear messages to their targets. For example, Samsung, has made it possible for its user to take a virtual tour of its Milan store on its website. As for the in-person brand-experience, ReSignify Part One, an exhibition dedicated to the legendary fashion designer Valentino held in Shanghai last January, implemented many innovative methods of user involvement. It was in fact a real exhibition that was also delivered via n immersive multimedia journey that delved into the qualities that inspired Valentino’s creations at the turn of the twentieth century and the 2000s. Today, innovation has made it possible to embrace the brand-experience in both digital and physical spaces.
THE ONLINE BRAND EXPERIENCE: SAMSUNG AND SEPHORA CASE HISTORIES
In the digital world, it is essential to find new solutions involving the customer to communicate information, while attracting their interest and inviting engagement. Recently Samsung expanded the services available on its website to make the entire customer experience more functional. This latest initiative allows customers to take a virtual tour in the Samsung Smart Home, a technological showroom located inside the company’s Milan headquarters, to view available products in real time. “The personalization of the online pre-sales experience represents a fundamental choice criterion of the consumer, a consumer that increasingly demands more tailor-made consulting”, said Massimo Bullo, Head of Digital Transformation of
Samsung Electronics Italia. In addition to virtual tours, Samsung also introduced Masterclass, online training presented by a Samsung expert explaining all the characteristics and features of the new Galaxy S2, optimizing its use for daily activities. Bullo added, “The personalized relationship together with the immediacy and accessibility of our products and our innovations, is the basis of the services that Samsung.com is able to offer consumers today, to engage them, involve them, and maximize satisfaction with the pre-purchase experience.” But the internet is also an entertainment channel capable of reaching a large audience making it ideal for launching new products. To promote the arrival in January of the Elodie x Sephora
One of the Valentino’s Collection clothing present at the exhibition
