[A Greener Galaxy] ② Making the Shopping Experience More Sustainable
Each time a Galaxy product is released, countless consumers, after watching review after review, make their way to Samsung’s retail stores to experience the company’s latest innovations for themselves.
As soon as they walk through the doors, they’re greeted with a smile and offered a chance to test out the new devices’ impressive features. The entire shopping experience is simple and seamless. And now, thanks to the tireless efforts of Samsung’s retail team, it’s more environmentally conscious than ever.
Read on to find out how the team completely reimagined the retail experience, rethinking everything from product kits and uniforms to packaging and furniture, to make Samsung stores more sustainable.
From left to right: Ryoung Hur, Soohwan Chi, Yeonjin Kang, Leo Lee, Samsung Electronics’ Retail Team under the Mobile Communications Business
There are currently more than 3,000 Samsung retail stores worldwide, and each one acts as the face of the brand. Each allows customers to interact with Samsung and experience a wide range of innovations firsthand. Now, when customers enter a store, they’ll see products promoted with merchandising that’s reflective of the company’s green values.
One of the first aspects of the shopping experience that the team revamped was the visual merchandising (VMD) kits that showcase new Samsung products. Whereas previously, each product featured a custom merchandising kit that was discarded after use, now, product merchandising is modular and designed to swap easily in and out.
“From the planning stage, we tried to make the VMD kits like building blocks that could be easily assembled and disassembled,” said Leo Lee, a member of the retail marketing team. “We wanted to make some parts replaceable and others reusable. This helps the environment because it allows kits to be reused several times, and it makes it easier to install them in stores around the world.”
Ryoung Hur presents the Galaxy S20’s modular visual merchandising (VMD) kit
In addition to reducing waste, the modular kits are created utilizing plastic recycled from bottles and CDs. “Let’s say we used 100 tons of plastic to create a particular kit before,” said Lee’s colleague on the retail marketing team, Ryoung Hur . “Making this change allowed us to reduce that amount to 70 tons. Going forward, we plan to continue increasing our use of recycled plastic, and reducing our reliance on new plastic.”
There were, however, a number of challenges that the team needed to overcome to ensure that the recycled plastic wouldn’t compromise the quality of the kits. Not only can recycled plastic increase the rate of defects in the manufacturing process, it can also make it difficult to produce pure white materials. The team...