Accelerating Store Innovation: ‘Smart Home Package Experience Zone’ Created Through Collaboration with Samsung Electronics
Hanssem Co., Ltd., a comprehensive home interior specialist, has reopened its Hanssem Design Park Hanam Starfield store (Hanam store) following a renovation. The Hanam store marks the fourth case to apply the display strategy that Hanssem unveiled at its ‘Creative Day’ in August of last year.
Previously, on April 24, Hanssem renovated its Hanssem Design Park Goyang Starfield store into a space where customers can try out more than 40 sofas. On the 30th of the same month, it redesigned its Hanssem Design Park Songpa store into a space for experience, communication, and lifestyle. Unlike existing home furnishing stores, which arranged displays around spaces such as bedrooms and living rooms, this concept displays a variety of furniture all at once across six themed spaces. On April 20, it renovated its Cheonan-Asan store by expanding the display space for beds, sofas, and more so that a wide range of products can be viewed at a glance.
A Smart Home Specialist Package Experience Zone Designed in Partnership with Samsung Electronics
The Hanam store was designed to be a store that concentrates Hanssem’s digital capabilities. Its flagship content is the ‘Hanssem Smart Home Package Experience Zone,’ a specialized smart home display space created in partnership with Samsung Electronics. Since forming a partnership with Samsung Electronics in 2020 to jointly develop furniture and home appliances, Hanssem has continued its collaboration. In the Smart Home Package Experience Zone, visitors can experience the integration of Internet of Things (IoT) devices—such as the smart switch developed by Hanssem—with Samsung BESPOKE appliances in kitchen, living room, and dining model houses.
Visitors can also personally run a total of four smart home scenarios, including ▲‘My Own Theater,’ which turns the home into a theater at the click of a button, and ▲the ‘Fine Dust Safety Package,’ which automatically activates the air purifier and range hood. In June, Hanssem plans to launch a home remodeling package incorporating the smart home features displayed at the Hanam store. Furthermore, it plans to strengthen its cooperation with Samsung Electronics by pursuing projects such as ▲adopting the SmartThings IoT platform ▲developing smart furniture and ▲linking the two companies’ platforms.
Building a New-Concept Store That Breaks Away From ‘Convention’ and Reinforces the ‘Digital’ Dimension
Like the Songpa store, the Hanam store also broke conventional rules in its display structure. First, starting from the store entrance, themed displays applying bold colors and large displays were installed to capture attention. In addition, ‘space layering’ using layers of opaque finishing materials and curved circulation paths was arranged throughout. The interior of the store, where various home furnishing products such as kitchen, bath, sofa, and bedroom items are displayed, was designed to be faintly visible, creating a structure that piques the curiosity of customers passing through the mall.
In particular, digital technology was extensively applied at the Hanam store’s Rehaus outlet. First, a large digital consultation room was installed for the first time in a Hanssem store. The digital consultation room features an oversized LED screen that can display drawings designed with Hanssem’s in-house 3D design program ‘Home Planner.’ Through this, customers can view a more realistic image of how their home will change after home remodeling construction. In addition, a ‘Bath Coloring Zone,’ where LED screens are installed on the bathroom walls and floor so customers can change finishing materials and more themselves, was applied for the second time, following the Songpa store.
Customer Welcome Events Rolled Out Nationwide, With Continued Enhancement of Digital Capabilities
To mark the opening of the Hanam store, Hanssem is rolling out a variety of customer events. First, until June 30, the first 1,000 customers who tour the store’s main renovated spaces, collect stamps, and verify their participation will receive gifts such as an eco bag. Customers who sign a furniture contract during the event period will receive, on a first-come, first-served basis and depending on their purchase amount, a set of five noodle bowls, a Dolce Gusto coffee machine, or a WMF pot and frying pan set.
Benefits have also been prepared for customers who visit the Rehaus outlet. Until July 31, customers who visit the store and fill out a kiosk & consultation card will receive an LED mood lamp. Of the customers who receive an on-site measurement after consultation, 50 will receive an Aquafield jjimjilbang spa pass, and 150 will receive a Shinsegae gift certificate and a shopping bag. Customers who sign a full package contract can receive a 10% discount. Customers who contract at least one of kitchen, bath, or building materials by June 30 can receive an additional discount depending on their purchase amount.
Hanssem plans to continue unveiling differentiated display strategies going forward. It will also more actively pursue the application of digital technology. For the Mokdong store, whose renovation is scheduled for the second half of the year, the display space will likewise make active use of digital displays and other features, and Hanssem will continue building an online-offline ‘Omni-Channel’ by strengthening functions such as integration with Hanssem Mall.
Kim Yoon-hee, head of Hanssem’s Home Furnishing Business Division, said, “Following the Songpa store, which presented new possibilities for furniture store display spaces, we have completed the renovation of the Hanam store with a substantial expansion in the application of digital technology, allowing us to continue showcasing the results of our display innovation efforts.” She added, “Going forward, we will continue to present stores that showcase Hanssem’s unique display concept and digital capabilities in various regions, differentiating the customer experience.”
