New refrigerator series starts in German retailers in early summer
The kitchen is often the linchpin of life together at home. The demands made by users on this place of coexistence and its individual components are correspondingly high – both in terms of functionality and design. In order to give the user a high degree of creative freedom when furnishing the kitchen and to cater to the individual needs of the user, Samsung is launching the Bespoke refrigerator series on the German market in early summer. It allows you to flexibly adapt the kitchen equipment to your own lifestyle through a variety of design options. Energy-efficient and whisper-quiet, Bespoke is a convincing refrigerator solution for different target groups.
According to a survey by Samsung, 62 percent of consumers in Europe are currently planning to renovate or renew their kitchen in the next three years.1 If you believe German trend research, the tendency will be towards individualization with a sense of togetherness2– In other words, a user-oriented facility for the whole community, which is also consciously based on the values of health and sustainability. That is why Samsung is expanding its focus on a wide range of designs and shapes when it comes to refrigerator design.
Convincing arguments for different lifestyles
With eleven different colors and four different surfaces, users have numerous design options with the Bespoke series. The wide range of colors offers customers the opportunity to discover their personal style and live it out in the kitchen. Retailers can select color-coordinated models for their own buyer segment and use the wide range of refrigerators to vary their target group approach: Bespoke reaches both younger customers with an eye for modern design and classic buyer groups with a more pragmatic interior design style.
Another strong argument, both for energy consumption and for the wallet, is the energy efficiency of the Bespoke refrigerators. In addition to the high energy efficiency – the premium models of the Bespoke series receive the best possible energy label A according to the new guidelines3 – The new refrigerators also offer the tried and tested technologies with which Samsung supports conscious and appealing kitchen use. Twin cooling can ensure long-lasting freshness with separate cooling circuits in the refrigerator and freezer areas. The Cool Select + zone can also switch between five different modes in order to store different foods at the right temperature for them. SpaceMax ™ allows a lot of storage space inside the refrigerator thanks to the thin outer walls. And with a noise level of 35 dB (A), the Bespoke is also a very quiet refrigerator – another plus point for the lively use of modern kitchens.
Supporting measures for the specialist trade
“The Bespoke series helps to design the kitchen personally and consciously and combines technology and design-oriented components,” says Katharina Visic, Head of Product Management at Samsung. “The product range thus offers dealers many opportunities to respond to individual ideas and needs when advising customers, to work out personalized solutions together with the customer and thus to create trust and customer loyalty for long-term interior planning. With specific advisory materials and intensive services, we try to provide our trading partners with detailed support in the implementation of the new product range. ”
Samsung offers retailers shop displays in various sizes depending on space requirements and enables digital training and, as soon as possible, personal training at the POS. Retail partners receive color samples of all product options that they would like to include in their offer. Promoters also advise dealers and customers via a configurator in which Bespoke can be inserted into different kitchen environments in order to individually test how well which color goes with the existing kitchen front. In addition, Samsung continuously analyzes which colors and models are particularly popular and shares this information with dealers in order to optimize its own portfolio.
The Bespoke series refrigerators are expected to be available for the German market in the second quarter of 2021. The range’s fridge / freezer combinations will appear from May, and the 1-door models are expected to follow in July. Both will be in the middle to upper price segment.
1 SmartLab + | External – Bespoke refrigerators | Great Britain, France, Germany, Italy, Poland | November 2020
2 Post individualization: https://www.zukunftsinstitut.de/artikel/megatrends-nach-corona-zeit-fuer-eine-revision
3 The premium model RL38A776ASR / EG was awarded the best achievable energy efficiency class A: