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Revamping Samsung’s Digital Strategy for Mobile Phone Market Growth

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Case Study

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Shopping Journey Insight & Strategy

ABOUT THE CLIENT

 

Samsung Electronics is a global leader in technology and electronics, selling Smartphones, TVs, Smart Devices, Home Appliances and more.

The USA  is a top region, where local teams build and execute Go-To-Market strategies to drive sales.

PROJECT OVERVIEW

 

The $50+ billion US smartphone market has been undergoing rapid change, including digital transformations. Samsung sought to optimize critical digital touchpoints to capture and convert increasingly savvy mobile phone consumers in a highly competitive market.

 

Our research uncovered nuances of the digital shopper journey, redirecting strategies and investments to grow sales.

RESULTS

Insights ultimately drove huge business impact for Samsung:

> + 50% DTC Sales Growth

Optimized digital touchpoints contributed to a substantial lift in Samsung’s direct-to-consumer purchases.

​Grew Shopper Conversion

Improved Samsung.com’s influence on driving online and in-store purchases.

Strengthened Retailer JBPs

Strategic insights strengthened relationships with carriers and retailers, fostering mutual growth.

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THE CHALLENGE

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Samsung operates in a complex market with evolving consumer expectations and heightened competition. Key issues included:

  • Prolonging purchase cycles due to revamped carrier contract models and high-priced phones perceived lacking in innovation. 

  • Changing shopping behavior across their full mobile phone path to purchase with proliferation of new digital touchpoints and shopper empowerment with more information at their fingertips.

Samsung CMO: 

“The insights are terrific! Now we really know what shoppers need and why and these will help us refine our digital strategy and execution.”

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OUR SOLUTION

 

The Insights team collaborated with Samsung’s cross-functional teams to define goals, questions, and a detailed research brief.
Then executed comprehensive, multi-phase research that provided deep understanding of the digital journey:

  • 30 Qualitative ethnographies with eye-tracking.

  • Quantitative survey with sample of 4,000 designed for granular analysis by brand, targets and each carriers.

  • 800 Quantitative longitudinal digital diaries

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Source: Tobii Pro – eye tracking Heat maps (sample)

*Note: This case study reflects work led by Uzma Rauf while VP of Insights at Samsung, now offering similar expertise through Khatanalytics Consulting

OUR INSIGHTS & IMPACT​

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​After in-depth analysis of all research, we delivered critical insights and recommended strategies for cross-functional teams that had transformative business impact.

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Our insights included:

  • The role different digital touch points (e.g., carrier, search, brand) play varies by journey stage. Failure to deliver on needs delays purchase.

  • The journey is emotional, triggered by “want” vs “need”. While it has a typical pattern, it can vary based on brand exposure or trigger.

  • Shoppers intertwine digital & physical touchpoints: Inspiration is sought on retailer and social sites, evaluation is online, but the store is key to validation, purchase and activation.

  • Samsung.com must educate and better engage across full funnel.

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Insights transformed Samsung strategies: refining Samsung.com, reshaping digital marketing, and tailoring product messaging.

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Carriers and Retailers were influenced to revamp their websites, prioritizing inspiration, clearer price & promotions, easy activation.

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Mobile Phone Sales SVP: 

“This new learning gives our teams a great edge to elevate our planning with our carrier partners”

Grow your sales and brand loyalty leveraging comprehensive strategic consumer journey Insights 

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