Samsung’s Art Store is a subscription service available on The Frame TV, offering users access to over 1000 different art works & photography which they can display on their TV when it is not in use. However, sign up rates to this service were below Samsung’s expectations, with many potential subscribers dropping out during the sign-up process.
Samsung wanted to understand the reasons behind the existing sign-up rates, hypothesizing that a complex sign-up process was to blame.
By conducting an initial quant survey to understand general appeal of the value proposition, we learned that owners of The Frame TV are highly design-driven, and more open than owners of other models to displaying art on their TV. However, the key barrier to subscribing was around price, while the sign-up process appeared to be less of a concern.
We then conducted in person depth interviews at Samsung’s Kings Cross Concept Store, and learned that when prompted, the sign-up process itself was relatively intuitive, but many had not even got that far due to lack of clarity about what the subscription offered. However, crucially, through conversation with actual users, we discovered that there are 2 types of The Frame owner, each with key differences in art preferences and perceived value of the subscription – a major reason for lower sign-up rates.
By exploring the issue with exploratory quant, followed by deeper discussion into topics of interest, findings from this research have enabled Samsung to think beyond just the Art Store sign-up process:
1. Tailor the Art Store proposition to ensure both types of users see the value in subscription price.
2. Overcome the initial subscription hurdle by more clearly communication benefits of the paid service upfront.
3. Fine-tune the sign up process to minimise dropout and boost subscription.