editor’s interview Samsung’s latest innovations and support
Meeting with Jonathan Hartley – Samsung Electronics channel manager UK for kitchen retail, bringing IER up to date with the latest innovations and product training support.
Q. What are the latest innovations in Samsung’s home product line? A: We’re really pushing our focus on AI from an efficiency and cost-saving perspective, also adding value to the consumer in the way they utilise products. AI technology can be used to look at the way you interact with appliances when cooking. For example, the technology constantly monitors the appliances and cooking time to prevent burning. If the technology senses the food will be overcooked, it will turn off the appliance completely. In our refrigeration range, we’ve integrated
AI technology which monitors when and how many times the fridge or freezer door is opened. It then starts to learn how and when it should chill the fridge so it is working to those optimal time frames. This means that it is not only working more efficiently but it also saves the consumer money.
Q. Can you give us an insight into the training provided alongside product launches? A: During Covid, we took a step back and looked at how best to engage as ultimately, we were missing that face-to-face interaction. We went into a hybrid situation where we were able to engage digitally through webinars and blend that with our face-to-face meetings. We’ve carried this on creating our YouTube channel. For example, these streams allow the retailer to have quick guides to give to the consumers purchasing our products. The guides include ‘How to use your oven’ or ‘How to use the detergent setting’. Designed so the consumer can get the most out of their products, these videos reduce the labouring over an instruction manual. In terms of retail training, in every product
category, we’ve selected ‘the Big Three’. These are the key stand-out features, ‘Smart Things’, ‘Wi-Fi Connectivity’ or ‘AI Saving’.
Q. Is provided training paramount to product enhancement? A: Training significantly enhances our product offering. Without training, it’s just an appliance and no one really knows anything about it. Training is paramount for us and it’s a key focus for us across the business. We’re focused on how to really engage a huge estate of people who are going into showrooms. We need people to communicate our products confidently and ensure our consumers understand the information. The way we do that is not by giving them every bit of information but to focus on the three key areas that stand out to the consumer so they can take these away with them. That’s why training is so important so confident engagement with consumers provides positive results. As always, Samsung is very good at engaging customers.
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