Primary Research

Customer Segmentation
Through our research we understood that new customer segments will be created because of pandemic.
We have created four segments depending upon the lifestyle and buying habits of the customer.

Secondary Research
Experience Driven Covid has boosted the % of active online shoppers conducting at
least one online purchase every 2 months
Touchless store Online Electronic shoppers has increased by 10%
experiences Virtual Patrons Average spending has decreased by 48%
Want to have complete virtual
Behavior

crave for the physical

experience but continue experience without leaving their Insight: While people have become more active on online stores,
home and are willing to pay a
to remain cautious about
premium for such an experience
the purchase of big ticket items has been postponed.
health and safety.
Outside
Home Consumer Location At Home Virtual
Contactless
Buying

Drive Through Shut-in Shoppers

Customers
value speed & simplicity, Won’t mind
experience completely devoid of human
interactions, however, prefer physical
interactions with their products and services.
want their products and services to
be delivered and consumed at home
with a great value for money mind-
set.

Value for money

 Need
Pandemic has given boost to contactless economy which has shortened
the time frame within which organizations have to inculcate the transformations.

Complex customer segmentation Winner Will take it all

Since technology is the key to success in contactless economy. First movers will
New customer segments are generated due to pandemic. This
have greater opportunities to shape their ecosystems and create barriers to entry.
is due to individual’s own lifestyle choices as well as plethora
Though, higher investments will be required.
of choices brands are offering through digital means.

Reformation in digital strategies Enhanced efforts to win trust

Chances are that paradigm of trust might shift from physical to digital. Companies
Past digital transformation strategies need to be reviewed and have to put multiplied efforts to win the trust of its customers otherwise the
refreshed to align them with requirements of contactless economy. contactless opportunities might backfire diluting the brand equity.
 Recommendatio
Aiming to obscuring the line between online and offline channels by ns
creating a digital twin of offline experience and by creating unmanned offline stores.

In order to create seamless purchase experience, we have identified 4 major Vitalizing The Buying Decision
touchpoints and suggested initiatives for each one of them. Reason: Customers get confused between available options, sometimes have unsatisfactory
“We will enhance Samsung App & Website which will help in offline & online shopping” experience which affects brand loyalty.
Customer Reviews: Reward customers by redeemable points to put reviews & real photos of
products on Samsung Website/App App. Make a separate space for “One year anniversary
Give In-Person Experience While Distancing customer reviews” where customers will be asked to put reviews after using the product after an
Reason: While buying premium products consumers look for human touch which online year. Reward customers by Redeemable points to motivate them to put reviews. This will help in
channels lack. winning trust of new customers. [Consideration, Active Search Stage]
Improved Customer Care/Technician Reach: Easy to reach; instant call-back/chat options. Site Re-Structuring: Separate space for product comparison and recommendation. Preferance
“Direct WhatsApp Connect” with nearby store retailers; customers tend to build strong based filtering/sorting on site/app. [Consideration, Active Search Stage]
relations with store managers. [All Stages] Guided Survey: A disguised algorithm based survey to understand the needs of customers and
Consultants: Experts available on call/chat to help customers shortlist products according to then recommend them what should they consider purchasing. [Consideration, Active Search
personal preferences. [Active Search] Stage]
AR product demos: To enable customers virtually see the product in home setting, & get Virtual Launch Events: Enhancing impact of launch events by reaching directly to TG through AR
idea about look & design. [Active Search] enabled launch events; mobilizing third-party experts for product reviews and unboxing videos.
AI enabled websites & chatbots: Better purchase decisions by product recommendations. [Consideration Stage]
Chatbots for assistance, comparison & query resolution [Active Search] Enhancing In-Store Experience: QR codes on products, directing in-store customers to product
Brand Safety Quotient specification, reviews, unboxing videos etc. [Consideration, Active Search Stage]
Reason: Covid has surged the need for high safety & cleanliness measures. Unmanned Store: Store tour, product guide, demos driven completely by Tech, with zero human
Location & Health tracking: Organized home delivery process after offline/online purchase. contact. The App will guide to through the store using RFIDs, Product Demos to be enabled by
Live tracking of product location & delivery man/technician health. [Post Purchase] IoT eliminating presence of Human interface; Additional tools like product comparison, and
Co-branding with healthcare brands: Build trust by buying safety products from these smart recommendations also to be enabled. “Buy Now” option; product can directly through
brands & promoting the initiative through tags. [Consideration] App be ordered without any interaction with cashier. [Active Search Stage, Purchase Stage]
Strict Safety Standards: For both Employees & Customers; monitored through Image
Processing or human judgement. [Active Search, Purchase] Promotion Of Contact Less Services
Contactless payments: Leverage Virtual Payment technologies & NFC. [Purchase Stage] Reason: To educate about initiatives & attract customers by winning their trust.
Occupancy tracker: Track in-store Occupancy to control 'crowding' of stores. [All stages] Leverage social media: YouTube Advertisements, Informative blogs. Influencer marketing; speak
about UnTact purchase experience they had with Samsung. [Consideration Stage]
Offline promotions: Guerrilla marketing; creative hoardings to explain extraordinary move by
Samsung of going Contact less. [Consideration Stage]