Samsung Australia Major Retail Installation to Profile Home Appliances

November 12, 2013

Bing Lee at Rhodes Shopping Centre to Host Samsung Retail Experience

SYDNEY, Australia - November 8, 2013 — Samsung Electronics Australia has today launched a
major retail experience installation at Rhodes Shopping Centre, designed to profile a selection of its Home Appliance products to Australian shoppers in an immersive and interactive way. The first of its kind for Samsung’s home appliance retail operations in Australia, the retail stand transforms a traditional showroom into a working model for a range Samsung Home Appliances that
are fully operational during shopping hours.

The 90 square metre stand offers rich product experiences through plumbed and connected Samsung home appliance products while in-store. When shopping during peak periods, customers can also enjoy a beverage from the coffee machine located at the stand while they explore Samsung products.

According to Philip Newton, Vice President of Consumer Electronics, Samsung Australia, the launch of the retail stand represents a major investment for Samsung to connect with shoppers and profile its products in a more interactive way.

“We have spent significant time listening to consumers and researching how we can best connect with shoppers in a retail environment and this retail announcement represents a great case for how Samsung can better communicate our product
innovation to Australians,” Newton said. “We know that a great trial experience is a key reason that can drive consumers to trade up or purchase a new appliance. The creation of this retail stand allows us to evolve the Samsung shopping experience by providing an engaging and welcoming environment for people to experience our products.”

The home-inspired design showcases a number of premium and innovative home appliances and also allows consumers to interact with the products. The space will feature zones of products including refrigerators, washing machines, microwaves, vacuum cleaners and dishwashers. The layout gives consumers a chance to explore the range and select a product that best meets their needs.

A number of the products in the washing machine and refrigerator zones will be fully functional, enhancing the shopping experience and providing a realistic understanding of the product benefits in a realistic setting. The retail stand will also have a Samsung trained product expert available to provide consumers with specialised advice during peak trading hours.

The installation at the new Bing Lee Rhodes Shopping Centre will be open to the public from today.

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 270,000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit www.samsung.com.

CONTACT:
Debra Hole
Edelman for Samsung
P: 02 9291 3373
M: 0411 435 468
debra.hole@edelman.com