Execution

January 3, 2018 – Development start January 14, 2018 - UX/UI Development due January 27, 2018 – H/W(Docking Cradle) System Design March 7, 2018 – Contents Management System UX/UI design due March 21, 2018 – Assemble Product and Working Test March 28, 2018– Mock-up Release April 10, 2018 – Product Release in Retail Store

The Campaign

There are a lot of restrictions for digitization of retail stores including heavy initial costs and electronic conditions. These restrictions are inevitable, but can be managed. As spec cards for the retail store show only simple information, it is not necessary to display intricate contents. In addition, the contents replacement cycle is typically quite long. We wanted to eliminate PCBs (printed circuit boards) and batteries from the digital spec cards using e-ink displays instead of LCDs that require a constant power supply. e-ink displays only use electricity to draw ink capsules to its screen film. After contents come up, electricity is not required to keep contents on the screen. Our digital spec card is very simple and features an e-ink panel without PCB or battery. Instead, all electronic mechanisms move through the docking cradle for contents updating. To change contents, simply dock it to the cradle.

Creative Execution

Generally, digital displays require electricity to show contents on the screen. In typical digital displays for example, LCDs need electricity to emit light whenever contents are shown. If the electricity supply is stopped, contents disappear from the screen. LCDs need a constant electricity supply. e-ink displays use electricity in different way to draw ink capsules on the screen film, allowing contents to remain on the screen without an electricity supply. This is the benefit of e-ink. e-ink does not emit light like an LCD, as the images are shown through the reflection of light from the surface of e-ink screen film. It is almost same way we read a real book. Because of this, we could develop a new digital spec card with battery and PCB free. We built a docking cradle to update contents. The electronic mechanism (PCB, power cable or battery) which is required for contents updating, comes from the cradle. With this, even one docking cradle is a contents updating system for an unlimited number of spec cards.

Samsung Eco Spec-cards reduced the process of information delivery from headquarters to each retail store, as well as the time and the effort of operation in store. Samsung Eco Spec-cards have tangible benefits for the company. There is a 40% reduction in production cost compared to typical LCD products. Samsung Eco Spec-cards are good for the environment since they decreased *99.9% of the amount of electricity used, and *98% of industrial waste such as PCBs and batteries (*by standard Samsung retail store). It means not only efficient retail operation, but also real money and environmental savings impact. In 2019, Eco Spec-cards will be launched at 3,000 Samsung Mobile Retail stores all over the world

The digital experience is becoming increasingly important in the current offline retail environment. The specific experience the customer gets through digital communications inside the store helps retailers build a strong relationship while increasing sales at the same time. Samsung Electronics plans to build a digitized environment at retail stores and reinforce Samsung's branding. The starting point for retail digitization is to replace the paper specification (spec) card with digital spec card. Our solution minimizes initial building costs and infrastructure for digitization. In addition, it maximizes operating efficiencies for the store staff.