CATEGORY: Consumer Electronics
Samsung India adopted 3D AR to drive 10x increase in conversions and 110s engagement for their premium products
Samsung India Consumer Electronics is ~$10 bn. subsidiary of the Korean conglomerate, with 20% of the business coming from consumer durables (TVs, Refrigerators, Washing Machines, etc.). For their durables, Samsung has a strong retail presence in India with over 3,000 stores including their exclusive outlets and various channel partners.
10x
Increase in conversion rates of targeted WhatsApp outreach.
1.1mn.
Unique 3D AR views through organic outreach
7x
Higher engagement time vs 2D content
Situation
During the Covid-19 pandemic lockdowns, Samsung witnessed strong demand for their premium category durables (Retail price of $5,000+) particular the LED TVs, side-by-side refrigerators and front loading washing machines. This was largely fuelled by reduced spends on travel and increased focus on upgrading homes with aspirational products.
Further, the growing adoption of online shopping was leading to exceptional demand from FTBs (first time buyers), who prefer to explore products digitally before buying them offline.
The AR experience overlayed animations on the virtual product to provide visual cues of the Unique Selling Points (USPs).
Challenges
Traditionally premium Consumer Durable products require dealer sales executives (DSE) to provide a live demo of the salient product features. With negligible walk-ins, the retail team of Samsung was fraught with the following challenges:
• How to demonstrate features of premium products without a sales rep?
• How to emulate the in-store experience at home for look & fit evaluation?
• How to lend seamless product experience on the web, social, and stores? How to achieve this differently from other OEMs?
Finding the right fit with
Avataar’s solution on AWS
Avataar’s AR platform deployed on AWS cloud infrastructure, helped bridge the online-offline gap for Samsung India by providing shoppers an immersive product evaluation in 3D and AR. The experience replaced an erst-while 2D banner on the website, thereby disallowing any funnel drop-offs. Deploying the solution on AWS’s <> ensured quick response time in loading the experience for the users and also ensured a seamless experience for thousands to millions of customers.
Further, Samsung’s CRM was integrated within the camera experience to facilitate call backs to the nearest DSEs to address queries and close the deals offline.
• The 3D & AR experience overlay animations on the virtual product to provide visual cues of the USPs. Interactivities (open-close of refrigerator doors, in-camera change in size of the TV) emulated the same experience as in a retail outlet.
• To reach all consumer touchpoints, the WebAR experience was triggered on social handles, search ads, Samsung’s website and through in-store QR codes. The responsiveness due to deployment of the solution on AWS ensured cross-device, cross-browser, in-app and web integrations.
• Approx. 8,000 unique AR links were created for DSEs for them to share with their respective clientele leading to unprecedented product views and call-back requests.
• The data on time spent by consumers on each product feature was piped back to run a re-targeting campaign and to evaluate must-haves for the next product iterations. (Refer the chart below for details).
