Samsung Launches Home Theater in a Box

Ridgefield Park, N.J. -- To introduce its HT-SK5 home theater system, marketing executives at Samsung USA created an inline display that literally stands above the rest, says Mark Farish, product marketing manager. But that wasn't enough. The company also wanted a display structure that can be continually updated. The display was designed to create high impact in Best Buy stores within a compact presentation. A curved bridge platform showcases the Klipsch Audio speakers that are included in the home theater system, and it frames Samsung's Home Theater chassis."Since we have such ongoing business with Best Buy, we wanted to create a P-O-P display that could be updated," says Farish. "The front black piece with the product description information is removable, so when we come out with another model, we'll be able to insert a whole new card at minimal cost and still keep the display."The display first hit 560 Best Buy stores in October, but Farish expects that it will remain in stores indefinitely, with a SKU change and updated information card as early as this spring. He says the unit has also been placed in J and R Electronics stores in New York.Farish says the design of the display was recommended by its designer and producer, Diam International, Woodside, N.Y. The base of the unit features vacuum-formed plastic feet with hidden steel structures for support. A raised oval with the Samsung logo on each end provides brand identity from different angles. The curved tubing on the front and back of the unit frames the five shelves (tubing and shelves made of powdercoated metal) and elevates the 5.1 channel speakers. On the front of the display is a blue styrene piece with the Samsung logo and the changeable information panel. According to a spokesperson for Diam International, the card can be snapped off and replaced with new product information or removed completely, in which case the branding with the Samsung logo and blue background remain permanently integrated in the graphics panel. The entire graphics panel can be removed. Specific product information about the home theater system and the speaker package is highlighted on the information card. Farish says the company tried to condense the major information into bullet points to make it easier for consumers. "We could write novels about all the features, but when we thought about what this home theater has to offer consumers, we realized that they're interested in just a couple of things, including the wattage and the technology." Farish says the displays came in at just under $100 each. "Cost was a consideration, but Diam did an incredible job of giving us everything we wanted at a cost that was acceptable," he says. "Not only that, but Best Buy put us under the gun and said, 'We need these yesterday,' and Diam had to pump them out and send them to each individual store."Farish says the team at Best Buy gave his group feedback on the design of the display. It provided the parameters within which the display had to fit, and, Farish adds, "You'll notice that the blue color on the display matches the blue color of Best Buy."Although this was designed to be an in-line display, Farish says each store has its planograms and dictates where the unit will be placed. It measures 40 inches wide, 12 inches high and 12 inches deep.

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