Samsung Electronics is relentless in their efforts to deliver innovative products and experiences that maximize user convenience and better the lives of consumers. Their groundbreaking products challenge routines and stereotypes, leading the market segment by delivering true innovation and convenience to their valued consumers. They partnered with Channel Bakers, a full-service, global Amazon Advertising-focused agency with a core tenet of helping brands find the right audience at the right time to tell their story to help drive sales on Amazon.
Today’s innovative brands are looking for solutions to reach fresh new audiences that are not currently in the market for their products. Stores is a free, self-service branded destination on Amazon for brands to curate content that inspires, educates, and helps shoppers discover their product selection. Stores on Amazon can help brands drive incremental sales by executing strategic objectives like cross-selling, brand defense, promoting higher-priced products, and creating a shopping destination on Amazon that matches their look and feel.
Prior to creating a Store, Samsung faced a challenge with continuity between their brand message on their website and their brand message on Amazon. When consumers searched for Samsung on Amazon, they would find a landing page that was out of date and that contained legacy products. The experience wasn't consistent with the company's mission of enriching people's lives with innovating technologies, products, and design.2 Consumers would shop for mobile devices completely unaware of Samsung’s product offering of phone cases and headsets. Consumers would purchase QLED TVs without knowing that they pair perfectly with a Samsung soundbar.
With their Store, Samsung was able to extend their branding from their website. By leveraging the multipage layout in order to improve the shopping experience, the company was able to display the breadth of their offering to shoppers.
By using custom imagery and video content, Samsung keeps customers engaged as they learn about their products. Stores is an effective tool to feature product portfolios on Amazon. Stores help enable brands to educate shoppers on their latest technologies, unique value proposition, and key differentiating features. These mobile-optimized pages offer the opportunity to attract shoppers with videos, bar-raising product imagery, and content to enhance the brand’s message and ultimately help drive incremental sales.
Over the course of the 2017 holiday season, the Samsung Store on Amazon drove over 200,000 visitors. Shoppers explored an average of three pages per visit, engaging in the featured content and videos.
A brand’s compelling content increases engagement, which helps to increase sales. For Samsung, it was critical to use merchandising tiles in the Store that integrate Add to Cart functionality.
While it’s valuable to leverage your Store to drive brand awareness, Samsung’s goal was to increase sales and conversions. They leveraged the Store homepage to promote their newest and top-rated products using the merchandising tiles. In addition to updating the Store on a monthly basis, the team consistently rotated the header image to align with new product launches, such as the Note9 in August 2018.
By focusing the Store on merchandising, they have seen an average sales increase of 19% month over month since the beginning of 2018.3
As John K. Millis, Director of Marketing and Operations Consumer Sales at Samsung Electronics America, said, "Channel Bakers' collaborative partnership continues to amaze and impress. Their unique ability to act as a team with Samsung across various continents and product categories and deliver quickly a best-in-class Store on Amazon continue to benefit all parties."
Channel Bakers' collaborative partnership continues to amaze and impress. Their unique ability to act as a team with Samsung across various continents and product categories and deliver quickly a best-in-class Store on Amazon continue to benefit all parties.– John K. Millis, Director, Marketing & Operations Consumer Sales (SQ), Samsung Electronics America
Samsung continues to see success in driving traffic to its Store through Sponsored Brands. The team has consistently leveraged Sponsored Brands to drive traffic to their Store. Sponsored Brands can appear in prominent placements within Amazon search results, featuring a collection of products, brand logo, and a custom message. Samsung’s Sponsored Brands campaigns have accounted for over 20% of the overall sales attributed to the Store. In one instance, they executed a campaign with a strategy of driving awareness for Samsung televisions against high-level branded search terms. This campaign alone drove a 105:1 ROAS (return on ad spend).4 In addition, Samsung leveraged display ads to drive traffic to the Store, showing a 131% lift in attributed sales for the Store while promoting a new product launch.5
1. comScore, June 2018.
2. Excerpt from Samsung Mission Statement, https://www.samsung.com/us/aboutsamsung/vision/vision2020.
3. Samsung Store Insights data, 2018.
4. Samsung Televisions sponsored ads campaign data.
5. Samsung Televisions sponsored ads campaign data.