Samsung Electronics America Chief Marketing Officer Allison Stransky The aim is to make Samsung not only a trustworthy technology leader, but also a popular brand – one that is deeply connected to consumers over generations.
“It is my mission to determine the full potential of the great innovation ecosystem of our company with a clear purpose in order to enrich life and to redefine what is possible,” says Stransky. “I love to build campaigns that help to create more emotional connections, to increase brand loyalty and to create experiences that feel relevant to the consumer.”
Most consumers experience Samsung in the entire house of smartphones, tablets and television to household appliances, monitors and wearables. Many of these devices are connected via the Smarthing Ecosystem, the Samsung platform, which connects the user experience in your house. Stransky focuses on Samsung's electronics business and this power package helps to build up these brand love. She also uses her role to promote practical initiatives.
“Beyond the brand love, my other focus is on targeted marketing-die consumers live better, the future express themselves through sustainability and stem formation,” says Stransky. “Ultimately, it is my goal to get people to make more connected to Samsung, to make them loyal and inspired.”
Before he came to Samsung, Stransky had leading marketing rolls on Google, L'Oral and Unilever. Brand Innovators caught up with Stransky from her office in New York. This interview was processed for length and clarity.
Can you talk about the Samsung Smartthings platform and what does that mean as an end user?
We redefine modern life in Samsung and one of the possibilities as we can do are smartthings. It is an ecosystem in which devices and services work together to improve the way people live, work and maintain people. We use this platform and AI technology to provide a smart home ecosystem that understands the experience of the user by learning your habits and personalizing your habitat.
Smartthings can help you control lights, manage devices to manage energy levels and create custom routines so that you can optimally use your smart home. For example, you can set up a SmartThings routine to make hosting parties a child's play this summer. You can use your Galaxy device to automate tasks, e.g. B. the lowering of blinds, changing light colors and switching on the TV and soundable.
You can save time and energy for the end user so that you can live better and easier. We want to shape clever lifestyles and not just sell products. And that is exactly what drives brand love and loyalty.
They offer many products throughout the house and beyond. How do you communicate everything you offer to consumers?
While our product ecosystem is diverse, our products are optimized so that they work together to be more personal, intuitive and constantly developed to the home. Samsung is part of the daily life of many Americans – 76% of US households have at least one Samsung product and 27% have three or more – which means that there are a lot of ways to tell our history.
We recently started the next development of our campaign “Your home she speaks” to tell the story of how Samsung adapts to her lifestyle and has real human insights in relation to the audience to use obstacles to the use of AI and networked technology at home. We know that the idea of a networked home can feel nebulous, but our challenge is, as we show that now more intelligent life will take place now and not in the future.
That is what this campaign provides to visualize: the assignable, joyful paths of Ai-capable tech are displayed for you. Not just automation – personalized, everyday moments. We want you to be able to save time for laundry or to simplify the food planning so that you can stay behind what is most important – family time. This campaign is a new front for us because we depend on telling the product history only to present the real stories that reflect the value we bring to everyday life.
How do you build loyalty after buying?
As soon as we know that someone is interested in Samsung, there are many ways to make him return to us. One of the biggest advantages of our products is that they are integrated into our Smartthings ecosystem. If you buy into a product, you not only get a device, but also combine in connection with in connection – and more connections mean more advantages with a higher order.
We build loyalty by seamless this experience through intelligent automation, personalized recommendations and cross-device integration. We are proud to have an open ecosystem. So if you have intelligent devices from third-party providers, you can integrate into the Smartthings ecosystem. We want Smartthings to be part of their everyday life. If we can make your life easier and seamless, we see it as the strongest driver of loyalty.
You said that AI has reached a turning point. What does that mean for your brand?
We have confronted a rapidly developing landscape of AI, but what was clear is that it will now be the basis for the next era of consumer experiences. We know that AI is not new, but it has achieved a new measure of awareness and acceptance that has the ability to give a real value of what we do in our daily life. For us, we would like to make AI accessible and useful in everyday life, which means that we are more practical, personal and invisible to the consumer.
We focus on bringing AI home in a sensible way. By combining intelligence with networked devices, we create highly personalized, stronger experiences – doing AI work for humans. We embed AI into our ecosystem – from telephones to devices and smartthings – Samsung is uniquely positioned to offer a more networked home experience that works for everyone.
How do you work with retailers to sell your products?
On the retail side, Samsung uses AI-controlled personalization to transform the purchase on Samsung.com as well as in traditional retail footprints and new partnerships such as Ashley Furniture. We are quite ripe in traditional retail channels, but we also think differently about our cooperation with Ashley Furniture.
Together we offer a natural complement: Ashley sells everything for the house that we do not do and we do everything they do – there overlap the lifestyle and technology. Ashley shares our vision for the networked home – and now consumers can buy these intelligent environments in Brentwood, TN and finally Las Vegas, NV.
For me, this is an entertaining partnership, as it urges us to think differently about retail and to determine how and where our consumers experience our products.