The worldwide launch of Samsung Electronics’ Bespoke fridge ushered in a complete new period of customizable residence home equipment. Permitting you to personalize your fridge’s shade, materials and modules to fit your wants, Bespoke epitomizes Samsung’s dedication to providing merchandise that cater to customers’ evolving existence.
Markets’ response to the fridge has been extraordinary. Not solely has the Bespoke fridge’s lifestyle-centric philosophy resonated with customers, however Samsung’s innovation has enabled the corporate to extend engagement with the gadgets whereas additionally driving on-line gross sales.
Comply with alongside as we take a better have a look at what makes the Bespoke fridge distinctive, and the affect it has had available on the market as a complete.
When Bespoke launched in 2019, it introduced a contemporary tackle the built-in fridge look. It mixed Samsung’s minimalist design philosophy, often known as Flat Fashion, with the flexibility to customise your fridge’s inside and exterior.
These qualities made it straightforward to mix the Bespoke fridge into any house and earned the equipment quite a lot of coveted 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.
Bespoke’s recognition additionally displays altering fridge developments.
In accordance with Samsung’s inside analysis, 39 p.c of European customers report that they view their residence as a spot for expressing themselves extra now than they did earlier than the pandemic. On high of that, 22 p.c imagine that the aesthetics of a purchase order – the way it will look of their residence – is extra essential now than earlier than the pandemic.
This has led to elevated curiosity in a greater variety of colours in home equipment. Previous to the launch of Bespoke, the overwhelming majority of fridges offered worldwide had been black or silver. Bespoke has modified this pattern.
Globally, customers have embraced light-colored fridges – with white fridges now accounting for greater than 40 p.c of demand and different gentle colours resembling beige and pink additionally displaying robust gross sales. Within the U.S., white and navy every account for greater than 20 p.c of Bespoke demand and panel colours like grey, blue and pink additionally attracting customers on the lookout for one thing totally different for his or her kitchens.
Bringing Bespoke to the Individuals
Since launching the Bespoke lineup, Samsung has gone to nice lengths to supply customers alternatives to expertise Bespoke and get to know the fridge’s customization-first philosophy. These efforts embrace internet hosting quite a lot of on-line and offline occasions that illustrate Bespoke’s true worth.
On social media, customers had been invited to creatively have interaction with Bespoke design by two social media campaigns. The #BespokeDinnerParty problem requested customers to place collectively banquet concepts that had been impressed by Bespoke colours, whereas the Bespoke Design Contest had customers creating their very own designs for the Bespoke fridge.
Moreover, Samsung created beautiful experienced-focused model showrooms in London, New York and Seoul the place clients can go to and have interaction with the distinctive options of Bespoke merchandise firsthand. The showrooms convey the Bespoke philosophy to life, embellished to exhibit how Bespoke House home equipment can mix into quite a lot of areas and existence.
Samsung additionally introduced these offline experiences on-line with the Bespoke Studio on samsung.com, an internet flagship retailer the place customers can browse, discover, be taught extra about their favourite merchandise, take part on conversations and buy custom-made merchandise with the assistance of a digital configurator.
The device means that you can design and buy your very personal Bespoke fridge. Not solely does it make deciding on a Bespoke shade that matches your inside straightforward and handy, nevertheless it additionally makes buying your fridge a breeze. For those who need assistance or have questions, the web site additionally includes a digital assistant so you may get solutions in actual time. Shoppers within the U.S. can take the expertise even additional with the Bespoke AR Lens out there within the Snapchat app, which lets you use augmented actuality to find out which Bespoke fridge will greatest fit your kitchen.
Efforts like these have led to Bespoke customers more and more turning to the web platform to make their purchases. Between January and August 2021, the proportion of Bespoke’s on-line gross sales noticed a big enhance. Within the U.S., Samsung figures present that on-line purchases on samsung.com accounted for 45 p.c of Bespoke’s complete gross sales, in comparison with 3.4 p.c for all fridges. Within the U.Okay., on-line purchases 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 the experienced-focused model showrooms, social media campaigns and Bespoke Studio, Samsung will proceed to develop distinctive experiences that each introduce customers to the Bespoke philosophy and enrich the customization and buying course of for Bespoke merchandise.
Keep tuned to the Newsroom for extra updates on Samsung’s one-of-a-kind fridge.