As Samsung Electronic Canada Inc.’s Chief Marketing Officer, Mark Childs leads the organization’s strategic brand and marketing initiatives, overseeing Brand Marketing Communications, Retail Merchandizing & Training, Public Relations, Corporate Social Responsibility and Online/Social Media teams.
Tell us your name and role at Samsung Canada.
Hi, my name is Mark Childs and I’m the Chief Marketing Officer of Samsung Canada.
Tell us a bit about what’s happening here today.
We are here today to celebrate the grand opening of Samsung’s largest retail store in Canada at the Cadillac Fairview Toronto Eaton Centre. This is a 21,000 square foot experiential retail store, spanning two levels where consumers can experience a fully functioning Samsung demo kitchen, interactive Samsung Gear VR headsets and of course the latest of Samsung’s technology in screens, tablets and phones.
How do you identify trends?
At Samsung Canada, we believe in first and fast to market. Therefore, innovation is a daily routine in helping us identifying trends, but in order to be inspired, you need to get out of your comfort zone. You need to venture out into new and unproven territory.
What is the biggest upcoming trend you see in your industry?
The biggest upcoming trend that I see in my industry is pairing immersive experience in showcasing technologies. What you see here tonight is a perfect example where innovation meets culture. We wanted to create an event where our consumers are able to experience these trends "hands-on." One of the examples of this trend is what we have tried to capture here today by bringing a bit of Seoul to Toronto by having live cooking demonstration by renowned celebrity chef Kristen Kish at our event.
How does Samsung continue to innovate and stay ahead of the curve?
"Samsung creates seamless and smart experiences that simplify the lives of Canadians through intuitive and inspired design, and we believe we have captured the spirit of that with our new Samsung Experience Store. This location is unlike anything we've ever done before in Canada. From a full calendar of elevated customer experiences, including events and demos, it allows guests to engage with our brand--to see, touch, feel, hear--the innovation of our fully connected Samsung ecosystem."
What sets Samsung Canada apart from its competitors?
"Innovation is in our Samsung DNA - intrinsic to our history, and our vision for a Connected Tomorrow. We are driven by a passion to Do What You Can't -- providing experiences and solutions as innovative as our products. We make what can't be made, so you can do what can't be done."
Venturing into New and Unproven Territory
Mark Childs, Chief Marketing Officer of Samsung Canada.
Trend Themes
1. Pairing Immersive Experience - There is an opportunity for companies to pair immersive experiences with showcasing technologies, allowing customers to experience trends first-hand.
2. Venturing Into Unproven Territory - Innovation is the key to staying ahead of the curve, so there is an opportunity for companies to venture into new and unproven territory to identify new trends.
3. Elevated Customer Experiences - Creating unique, elevated customer experiences and events, such as live cooking demonstrations by renowned chefs, is an upcoming trend that companies should take advantage of.
Industry Implications
1. Retail - Retail industries can use immersive experiences to showcase products and elevate customer experiences.
2. Technology - There is a need for technology industries to innovate and stay ahead of the curve.
3. Marketing and Advertising - Marketers and advertisers should focus on creating unique and interactive customer experiences to promote products.