Case Study
How Samsung Enhanced Their Launch: Insights Driving Galaxy S10 Tablet Success
Discover how Samsung leveraged consumer insights to refine in-store marketing, enhance product features, and drive sales for their Galaxy S10 Tablets. Through a large-scale Mystery Shop study, Vocal Views uncovered key findings that improved customer satisfaction, optimized store displays, and shaped the next generation of Samsung tablets.
higher-than-anticipated sales during the product’s launch week.
participants shared valuable feedback on in-store displays and tablet features.
of respondents praised the tablet’s productivity app and multitasking capabilities.
Company
Samsung is a global technology leader known for innovation across mobile devices, home appliances, and consumer electronics. Their commitment to pushing boundaries and delivering user-centric products has made them a trusted brand worldwide.
Website
Headquarters
Suwon, South Korea
Industry
Technology and Consumer Electronics
Products used
Galaxy S10 Tablets
The Challenge
Samsung sought to evaluate the effectiveness of their in-store Point of Sale (POS) displays for the Samsung Galaxy S10 Tablets and gather candid consumer feedback. The project aimed to:
- Determine if UK phone stores adhered to Samsung’s POS guidelines.
- Assess customer opinions on the tablet features, advertising, and overall user experience.
The Approach
Vocal Views conducted an extensive Mystery Shop study involving 175+ participants, blending in-store observations with detailed consumer surveys.
- Participant Profile: Diverse consumer base, reflecting typical Samsung customers.
- Key Focus Areas:
- POS display compliance.
- Feedback on app experiences (e.g., Productivity App, Experience App) and features like the S-Pen.
- In-store display design and branding.
- Data Collection: Participants documented their in-store experiences and evaluated product features, marketing materials, and usability.
Key Insights and Impact
- Consumer Segmentation and Sales Success
- Refining Features for Better Performance
- In-Store Innovation for Stronger Brand Impact
Key Insights and Impact
1. Increased Sales
The study’s insights helped Samsung achieve a 25% higher-than-expected sales rate during the Galaxy S10 Tablet launch week.
2. Improved Product Development
Consumer feedback on features like the Experience App and S-Pen functionality informed Samsung’s future tablet development. Enhancements included better multitasking tools, optimized gaming setups, and more tailored S-Pen capabilities.
3. Refined In-Store Positioning
Feedback on in-store displays led to significant improvements:
- Bolder lettering for marketing materials.
- Installation of interactive demo units to attract more customers.
4. Customer Retention
Participants identified pain points like battery life and processing speed, enabling Samsung to address these issues in future models, thereby increasing customer satisfaction and loyalty.
5. Enhanced Brand Perception
Samsung’s willingness to listen to and act on consumer feedback strengthened their reputation as a customer-focused brand.
Client Feedback
“Thank you and your team for managing the project so well for us. It’s been SO great working with you all.” – Samsung
Results at a Glance
- 175+ participants contributed to in-depth surveys.
- 25% sales increase during the product’s launch week.
- Enhanced in-store visibility through refined marketing strategies.
- Actionable feedback that informed future tablet improvements.
Conclusion
The Galaxy S10 Tablet Mystery Shop study showcased the power of consumer insights in shaping successful product launches. By improving in-store experiences, refining product features, and addressing consumer concerns, Samsung solidified their market presence and enhanced brand loyalty.
Looking forward, Vocal Views remains committed to partnering with industry leaders like Samsung to deliver innovative research solutions that drive measurable success.