After many years of creating innovative Samsung retail activations including TV Innovation Zones, Lifestyle Expansion Zones, Bespoke Refrigeration Displays, 360 Play Tables, Freestyle Projector Displays, and the Wearables Range Retail Solutions, it was time to create the ultimate Samsung Store-in-Store, with impact, flexibility and consumer education at top of mind.
The team at Id8 are super proud to be part of the latest Samsung Store-in-Store, from design through to installation.
Thank you Cheil Australia for partnering with us to bring the Samsung Store-in-Store to life at JB Hi-Fi stores.
Background
Samsung, a global leader in consumer electronics, sought to strengthen its presence in high-traffic retail environments across Australia. With mobile phones, wearables, and accessories being fast-moving categories, visibility at the point of purchase was critical to capturing customer attention and influencing upgrade decisions.
JB Hi-Fi, a key retail partner, presented an opportunity for Samsung to secure a premium store-in-store activation, giving the brand a dominant position within one of Australia’s most frequented tech and lifestyle retailers.
Objective
The primary goals of the activation were to:
- Increase brand visibility by securing a prominent position at the front of store, ensuring Samsung was the first brand customers engaged with upon entry.
- Showcase Samsung’s mobile ecosystem (phones, wearables, earbuds, and accessories) in an interactive and premium way.
- Drive customer engagement and sales conversions by creating a branded space that encouraged exploration and supported upgrade conversations.
Strategy
To achieve these objectives, Samsung and JB Hi-Fi collaborated on a store-in-store activation that emphasized visibility, interactivity, and brand differentiation:
- Strategic Positioning – Secured a premium, front-of-store location to intercept customers early in their shopping journey.
- Immersive Brand Environment – Designed a dedicated Samsung zone with branded fixtures, digital screens, and product displays highlighting the latest mobile devices and connected accessories.
- Hands-On Engagement – Enabled customers to trial phones, wearables, and earbuds in a live demo environment, reinforcing Samsung’s ecosystem benefits.
- Staff Training & Support – Equipped JB Hi-Fi staff with Samsung product knowledge to confidently engage with customers and promote upgrade opportunities.
Execution
- Custom-built Samsung fixtures were installed at the JB Hi-Fi store entrance.
- Hero products (Galaxy S series, Galaxy Z series, Galaxy Buds, Galaxy Watch) were displayed with interactive demo units.
- Digital content loop showcased Samsung’s innovation and upgrade pathways.
- Branded signage and lighting created a premium look and feel, distinct from competitors.
Results
- Visibility: Samsung became the first mobile brand customers encountered, significantly improving brand prominence at JB Hi-Fi.
- Engagement: Increased customer interaction with demo units, leading to stronger attachment sales across wearables and earbuds.
- Sales Impact: Early results indicated a positive uplift in mobile phone sales, particularly in upgrade-driven purchases.
- Brand Positioning: Reinforced Samsung as a premium and innovative leader in the mobile category within a competitive retail environment.
Conclusion
The Samsung x JB Hi-Fi store-in-store activation successfully achieved its goal of maximising visibility, driving engagement, and influencing upgrades in the mobile phone category. By securing a front-of-store presence, Samsung not only strengthened its retail footprint but also created a branded ecosystem experience that resonated with customers and enhanced their purchase journey.
Id8 Studio: End to end retail marketing specialists
A critical part of any project is project management, delivery, and installation. We have a fully integrated ‘End to End’ service which takes away our client’s headaches and ensures a smooth transition from concept, to design, to factory to shop floor. Our retail installation experts work across the full gamut of in-store activations and are accustomed to dealing with all kinds of retail limitations and restrictions.
Whether you need us to deliver direct to a network of stores, assemble and prepack a temporary display, or build a permanent activation, we will pair the right people and skill sets to activate your project.
Get in touch with us to find out more [email protected]
