AV News spoke to Samsung’s Business Development Manager, Henrik Hansen, about the modern-day retail experience and the importance of display
AVN: How important is display and demonstration screens at point-of-sale in retail spaces?
HH: Presenting consumer products in a retail space is central to tempting shoppers in-store. Using technology such as Lift-and-Learn to demo key features and facts about product in an interactive way can really engage the consumer. It’s important as it serves as a great way for customers to explore products and is used to promote not just the product, but also in-store deals that might otherwise be missed.
It inevitably increases the chance of a sale. Not only that, but it increases the time people spend in store, and when presented with dynamic content it offers up the chance for the consumer to view similar products and increase sales. This is great for retailers, advertisers and brands alike. Interest in Lift-and-Learn solutions continues to be popular and is a growing trend in the sector. We are also seeing a growing trend for ‘social display’ that allow customers the chance to share posts, tag the store, and build upon brand loyalty.
AVN: Following the pandemic and the trend for online shopping, how can retail owners utilise products to pull customers back into store?
HH: Retailers have witnessed dramatic change in the sector and have needed to adapt to changing consumer behaviour by adopting an omnichannel approach. This is largely due to increased online shopping driven by the pandemic. More than ever, retailers need to ensure their spaces bridge the gap between online and offline, ultimately driving direct customer interaction in a variety of forms.
We are so passionate about this concept we have opened Samsung KX in King’s Cross. It’s a great example of how experience is an important factor in drawing in loyal and new customers, whether this be with hands-on product time, or to simply discuss product with Samsung representatives directly, all in a non-transactional environment. It’s a good example of the omnichannel experience, where brand and customer can live out the journey together.
Samsung KX may bring about a sale, but it might also lead to a purchase online. Brands are finding ways to bring consumers in-store, which is a big part of the strategy. It’s key for retailers and brands to engage with customers with product physicality, this is despite advancements in technology and the ever-present online world.
AVN: How does Samsung Display compare to its competitors in retail?
HH: We offer a vast range of top-quality display solutions, including hardware, software, fully loaded CMS platforms to state-of-the-art device management solutions. Having one of the broadest portfolios available, from 13inch to 98inch LCD displays and a comprehensive range of LED, we find its our experience and expertise in providing solutions that is the biggest factor when working with retailers. We’re proud to say we’ve been selected by some of the biggest brands in the market to support their projects, working in collaboration from ideation conception, support of rollouts, through to final delivery.
In order to help retailers to capitalise, we support with ‘proof of play’ software in line with content shown. This helps guide retailers with capitalising on investments and compare sales results, both in-store or at the till. We also support retailers with design should they need it. With our own designer of LED in the team, we offer expertise free-of-charge, especially in relation to anything bespoke. Content can also be tested and revised at our EU showroom, which features our full line-up. This helps with customers visualising their project.
AVN: If you were a retail owner, which Samsung Display product would you use and why?
HH: In a retail space, I’d use the QHB series with UHD resolution, and 700 nits brightness. These are suited for the typical retail space with lots of ambient light. The QHB series is produced for 24/7 operation, and will perform year after year, delivering crisp images with sufficient brightness to make an impact. Different brands and stores require a lot of inventive lighting. We work with some retailers where bright, open spaces are a constant theme, so having displays that can maintain visibility is vital.
AVN: What Samsung Display products are selling well/do you predict to sell well this year?
HH: The Wall is certainly one of our main products we predict will sell well at retailers this year. The Wall looks incredible and possesses amazing derived from its Black Seal and Ultra Chroma Technologies, whilst we’ve also focussed on improving the installation. It’s definitely gaining traction and making waves in the retail industry.
Our 8K display is significant too. We’ve continued to develop our AI upscaling, so much so that there’s now no compatibility issues with playing 4K content. This manages to bring retailers an exciting optimised 8K image without actually needing 8K content. In terms of other display screens, we’ve seen larger retailers adopting the 37inch stretch display. Not only does this provide a reliable quality display but is an excellent product to sit in-store and gain shopper attention.
Impactful first impressions are ever-more crucial for retailers, especially as stores are opening up again following the pandemic. As a result, our super bright display screens are proving a popular choice for retailers wanting to attract shoppers back in-store.
Most of our range contains an embedded system on chip, meaning the media player is built in to the display. Importantly, this results in no extra hardware, less cables, less potential failure points, lower maintenance costs and lower power consumption overall. This is an attractive prospect for retailers. On top of this, Samsung Remote Management Solution allows you to have control of all displays remotely. You’re able to troubleshoot without the need of sending out a service technician, meaning less on-site service calls, less downtime and lower TCO.
AVN: Can you share your top 3 tips to draw attention to a product in a retail space?
HH: First impressions are important, so cleverly causing shoppers to stop as they pass by is vital for retailers. Showing inventive content on displays is key to generate footfall, all starting with the window front. Our storefront window displays have been designed with that in mind, providing super-bright screens that cut through the daylight, taking the place of traditional sales posters all while drawing the consumer’s attention and getting them into store.
To echo my opinion at the beginning, it’s now really important for retailers to add engaging and interactive elements to otherwise static retail displays, and this is achieved through Lift-and-Learn offerings. With a solution that combines product, displays and sensors, it will provide shoppers with an educational, semi-custom first-hand experience. This encounter will either convert into a sale in-store, or at least leave a definite impression on the individual, and that is what matters.
