With more and more Android mobile phones entering the market each year, Samsung needed to defend their position as market leader after launching their flagship product line Samsung Galaxy S*. But how can you hold your market share when you are facing so much competetive pressure? That’s right – by offering experiences instead of discounts.
Find out below how Samsung managed to not only hold their market share, but even increase it after the RIX Rewards campaigns for the Galaxy S6 and Galaxy S7 across the Baltics, Ukraine, Russia, Czech Republic and Slovakia.
WHAT WERE THE GOALS?
Shortly after launching the respective Galaxy S6 or Galaxy S7 model, Samsung wanted to make sure they meet their launch sales target. However, since the mobile phone space is getting more crowded every year with manufacturers such as Huawei, Xiaomi etc. gaining traction, increasing brand loyalty was also a major objective.
Meet Launch Sales Targets
Samsung set some tough launch sales targets for themselves for the Galaxy S6 and Galaxy S7 mobile phones.
Hold Market Share
Especially after launching new products, keeping market share is a must.
Attract Attention
The usual sales promotions, such as discount promotions are just not strong enough to attract enough attention.
Brand Loyalty
Tying the customer to the brand through an emotional experience was another goal that had priority.
WHAT WAS THE REWARD?
We delivered a reward we knew the target group would love: A city trip to any of Europe’s major cities.
All the customers had to do is buy the new Samsung Galaxy S* mobile phone, choose a city they would like to fly to and send proof of purchase. Et voilà, as they say in Paris, let the Euro Trip begin.
With the help of the landing page flywithsamsung.com the redemption was as easy as 1, 2,3.
WHAT WERE THE RESULTS?
Due to the strong campaign message and value proposition to customers, Samsung received more in-store display space for their POS material. They were able to considerably increase sales in both campaigns and increase their market share sustainably.
The feedback from customers was overwhelming. Many customers thanked the brand on their social media channels for giving them the opportunity to see Europe and the smooth fulfilment.
Both post-launch campaigns were celebrated as a great success in terms of both trackable figures and feedback.
Increased display space at retailers
Exceeded launch sales targets
Word of mouth
Overwhelming positive feedback
WHAT DID CUSTOMERS SAY?
After receiving their flight we asked customers for some feedback. See some of the comments below.
