Indeed, hopefully, the pandemics will not last internally, and within a year or two, customers will be back to offline marketplaces. When choosing electronics, people benefit from real-life shopping as it allows to analyze store shelves more thoroughly and get valuable recommendations. As a company, Samsung definitely would want to ride the wave of post-Covid shopping and provide customers with the best in-store service. While product location and inventory play an essential role, today’s customers need more than a shelf in a store; they need emotion and technology. It is also crucial to focus the attention of buyers on Samsung because the variety of brands can confuse even those who came for a particular device. Therefore, the proposed idea addresses these challenges being at the intersection of marketing and supply chain management.
Buyers go offline, but the habit of using websites remains. This is evidenced by studies predicting future trends (PricewaterhouseCoopers, 2021). Why not put Samsung’s website directly into electronics stores (Riboldazzi, S., & Capriello, A., 2021)? The bottom line is to install touch screens through which a person can not only find the product they need but also see what else the brand can offer them. Such a screen can also contain consulting information, thus replacing a sales consultant. Notably, an innovative solution attracts people and most likely encourages them to give preference to the brand when choosing additional products (Blazquez Cano et al., 2017). Moreover, if the required product is not available in a store, a client can independently leave a request on the interactive screen, and it will be brought to a store convenience store or at house.
Such a technological solution is very convenient from a logistic point of view, but several nuances must be taken into account. Probably with this approach, the need for merchandising and shelf management will be significantly reduced. In addition, the technology could help minimize warehouse volume and maintain the momentum in-home delivery that the pandemic has effectively managed. Eventually, customer needs tracking based on their search history, and better tailoring inventory will be possible. However, it is crucial to consider that touchscreens should provide the buyer with more than just a website that can be opened on the phone. The technology should be tailored to offline realities and serve as a full-fledged consultant providing a unique experience and promotional offers.
Blazquez Cano, M., Perry, P., Ashman, R., & Waite, K. (2017). The influence of image interactivity upon user engagement when using mobile touch screens. Computers in Human Behavior, 77, 406–412. Web.
PricewaterhouseCoopers. (2021). Evolving priorities: COVID-19 rapidly reshapes consumer behavior. PwC. Web.
Riboldazzi, S., & Capriello, A. (2021). Large-scale retailers, digital media and in-store communications. In Strategic corporate communication in the digital age. Emerald Publishing Limited.