The worldwide launch of Samsung Electronics’ Bespoke fridge ushered in a complete new period of customizable house home equipment. Permitting you to personalize your fridge’s coloration, materials and modules to fit your wants, Bespoke epitomizes Samsung’s dedication to providing merchandise that cater to shoppers’ evolving life.
Markets’ response to the fridge has been extraordinary. Not solely has the Bespoke fridge’s lifestyle-centric philosophy resonated with shoppers, 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 influence 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, generally known as Flat Type, with the flexibility to customise your fridge’s inside and exterior.
These qualities made it simple to mix the Bespoke fridge into any area and earned the equipment a wide range of coveted design awards. These embody 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 reputation additionally displays altering fridge traits.
In keeping with Samsung’s inside analysis, 39 % of European shoppers report that they view their house as a spot for expressing themselves extra now than they did earlier than the pandemic. On prime of that, 22 % consider that the aesthetics of a purchase order – the way it will look of their house – 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 bought worldwide have been black or silver. Bespoke has modified this pattern.
Globally, shoppers have embraced light-colored fridges – with white fridges now accounting for greater than 40 % of demand and different mild colours similar to beige and pink additionally displaying robust gross sales. Within the U.S., white and navy every account for greater than 20 % of Bespoke demand and panel colours like grey, blue and pink additionally attracting shoppers in search of one thing totally different for his or her kitchens.
Bringing Bespoke to the Folks
Since launching the Bespoke lineup, Samsung has gone to nice lengths to supply shoppers alternatives to expertise Bespoke and get to know the fridge’s customization-first philosophy. These efforts embody internet hosting a wide range of on-line and offline occasions that illustrate Bespoke’s true worth.
On social media, shoppers have been invited to creatively interact with Bespoke design by means of two social media campaigns. The #BespokeDinnerParty problem requested shoppers to place collectively feast concepts that have been impressed by Bespoke colours, whereas the Bespoke Design Contest had shoppers 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 interact with the distinctive options of Bespoke merchandise firsthand. The showrooms deliver the Bespoke philosophy to life, adorned to reveal how Bespoke Dwelling home equipment can mix into a wide range of areas and life.
Samsung additionally introduced these offline experiences on-line with the Bespoke Studio on samsung.com, a web based flagship retailer the place customers can browse, discover, be taught extra about their favourite merchandise, take part on conversations and buy personalized merchandise with the assistance of a digital configurator.
The device lets you design and buy your very personal Bespoke fridge. Not solely does it make choosing a Bespoke coloration that matches your inside simple and handy, but it surely additionally makes buying your fridge a breeze. In case you need assistance or have questions, the web site additionally contains a digital assistant so you may get solutions in actual time. Customers within the U.S. can take the expertise even additional with the Bespoke AR Lens accessible within the Snapchat app, which lets you use augmented actuality to find out which Bespoke fridge will finest fit your kitchen.
Efforts like these have led to Bespoke shoppers 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 improve. Within the U.S., Samsung figures present that on-line purchases on samsung.com accounted for 45 % of Bespoke’s complete gross sales, in comparison with 3.4 % for all fridges. Within the U.Okay., on-line purchases on samsung.com accounted for 33 % of Bespoke’s complete gross sales, in comparison with 8.1 % 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 shoppers 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.