Samsung uses 'Mr. Samsung' to increase consumer interaction on retail sites

Samsung, conducting a test for more than six months on BestBuy.com, found that it could increasingly interact with consumers via a “Mr. Samsung” expert who answers consumers' questions on the retail site.

The company discovered that consumers tend to view products more often after interaction with Mr. Samsung, says Kris Narayanan, director of integrated marketing at Samsung Electronics America. Looking for “more positive interactions” with consumers, he added, is one reason Samsung began the test.

Samsung “tries to identify the most influential touch points to try to connect with consumers,” Narayanan said.

Samsung is one of several marketers testing a solution from Bazaarvoice called BrandAnswers. Officially launched November 2, the solution is designed to connect manufacturers with consumers on retail sites. It is an extension of Bazaarvoice's Ask & Answer solution, launched two years ago, which enables consumers to ask questions from a product page. Other consumers, or the retailer, have typically provided answers in the past.  

In addition to connecting with consumers, Samsung is using the solution for retailer-manufacturer collaboration, said Narayanan.

“This seems to be in the sweet spot where it helps both of our businesses,” he said.

Samsung has two employees dedicated to answering questions posed via BrandAnswers.