SHAHRIAR BIN LUTFOR, HEAD OF CONSUMER ELECTRONICS BUSINESS, SAMSUNG BANGLADESH

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Tell us about Vision 2020. How will Samsung inspire consumers while creating the future?

Our vision at Samsung is to reach every corner of the country with Samsung products so that every one can have access to and experience all the latest innovation we have brought into consumer electronics industry.

How much do you believe Bangladeshi consumers value the retail experience? How does Samsung ensure enhanced retail experience?

Retail experience of consumer electronics in Bangladesh is still way to go far compared to global context. Retail services in consumer electronics are saturated in this country. Importers and retailers in our country tend to represent multiple brands. As a result, they are not much interested to demonstrate the features and innovations to the consumers to the full extent. We, at Samsung, are trying to change this scenario by introducing exclusive retail experience in Bangladesh. Currently, the retail network includes Samsung Exclusive Shop which we call Samsung Smart Plaza and there are multi-branded shops. Our vision is to make the Samsung store a true experience zone. By 2020, our vision is to transform Samsung Smart Plaza into flagship shops where we will display every Samsung product available in Bangladesh. Customer visiting Samsung flagship shops will get to experience all the innovations of Samsung including regular, IoT and artificial intelligence infused smart products, under one roof.

How are the demands of the Bangladeshi consumer different from other countries Samsung operates in? Do the demands of country-specific consumers affect the way Samsung innovates its products for a specific market? if yes, can you share some examples?

Samsung follows global trends in terms of product innovation. However, we do follow region-specific requirements and allocate those innovations in specific countries following the global recommendation. We even go for country-specific modifications of products. For instance, Bangladesh being the fastest growing economy around the world is considered to be one of the most important frontiers for Samsung. We at Samsung, do necessary modifications to align with the local requirements. For instance, one of our refrigerator models come with inverter technology and compatible with solar energy. We have designed this product for the rural and remote areas where solar energy is the primary source of electricity and this refrigerator comes with an affordable price even for the rural areas. By 2020, we are planning to introduce more products which will be specially suitable for Bangladeshi consumers. So, this is one of the examples that Samsung is developing product with Bangladesh specific requirements.

How will the newly launched ‘R Series’ smart TV enhance the viewing pleasure and subsequently change the way a consumer experiences TV viewing? What sets it apart from other Smart TVs in the market?

The viewing experience in every R series Television is more premium compared to other TVs. Every R series television comes with 4K resolution. So, the picture is sharper and cleared. Since TV is a substantial element in our house, design of the device is a very important feature. R series television comes with slim design and it complements the interior of the living room. New R series TV comes up with some unique features. These are Personal Computer, Music System, Home Cloud, Live Cast and 2 Way Sharing.
– Personal Computer: It can turn your TV to a computer and help you to work from home anytime.
– Music System: It will turn your TV like a stereo speaker and give you completely new visual experience
– Home Cloud: It will help you to free up your phone storage by backing up your phone data on home cloud
– Live Cast: Broadcast ‘Live’ on TV anywhere from the world
– 2 way sharing: You can use the TV as a bluetooth speaker and also enjoy photos, videos on big screen with all

With smart electronics rapidly filling up the market, what do you think this highlights in terms of changing consumer expectations? How does Samsung ensure security along its range of smart products?

There has been a phenomenal rise in demand for smart televisions across the globe. For the last couple of years, smart televisions constituted 30-40% of the total television sales volume and this year, 80% of televisions which we have sold are smart televisions and that is not applicable for Samsung only. Across the industry, smart televisions are dominating the market. For security, Samsung already has a reputed security system called ‘Knox’ and for television. Samsung Smart TV’s security solution has been recognized by global certification institutes. Samsung is the first Smart TV manufacturer certified by the International Security Standard Common Criteria (cc) for 3 consecutive years.

How vital is after-sales service ensuring continued consumer satisfaction? What sort of after-sales service do you provide to your customers?

In Bangladesh, Samsung has the best after-sales service facility. For other brands, they do rely on local distributors for after-sales services. However, for Samsung, we have a dedicated team for after-sales services and Samsung directly manage the services. Our services cover all the 64 districts of the country. Whenever we receive a query, our technicians and engineers reach the customers within 24 hours and solve 90% of the cases. For the rest of the 10% critical cases, we do not take more than 72 hours to resolve the problem.

How much does “digital engagement” help to predict consumer motivation? What have been the most effective ways to enhance Samsung’s digital engagement?

Our focus is more on the digital platform for communication. We used to put more emphasis on traditional media, however, our major is on digital platform now. For technical products, digital platform is more precise in terms of reaching the right target audience. Especially, for the technical details, we are using engaging content to reach our right target audience. On the other hand, we are collecting consumer feedback and translating the data to innovate products which are aligned with the consumer trend.

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