Retail

Case Study: Samsung - TV Wall at Conns Homeplus

Introduction

Samsung, a global leader in display technology, partnered with Kollins and CE Labs to revolutionize how premium TVs and soundbars were showcased in Conn’s HomePlus retail stores. This collaboration combined Samsung’s cutting-edge displays, Kollins’ creative video content, and CE Labs’ proven hardware and integration expertise to deliver an immersive, interactive in-store experience.

About Kollins

Kollins has been a trusted name in marketing communication since 1974. With roots in multimedia presentations for CBS Publishing, the company evolved into a powerhouse for branding, production, and video marketing. Their mission is to inspire and empower clients by enhancing visual communication through technology. Over decades, Kollins has partnered with household names such as CBS, NBC, Sony, AT&T, and Panasonic.

By 2011, Kollins was pioneering in UHD video production, 3D modeling, and HDR video marketing. For Samsung, Kollins provided the creative horsepower—rendering 3D models, editing 4K/HDR promotional content, and ensuring each video met Samsung’s premium brand expectations.

The Retail Challenge

Samsung wanted to strengthen its presence inside Conn’s retail locations by showcasing the advanced features of its premium QLED televisions and Dolby Atmos soundbars. The challenge was twofold:

1. Consistency Across Stores: Each Conn’s location needed standardized video and audio experience, despite different TV models and screen sizes.
2. Interactivity & Reliability: Customers needed intuitive control options (via push buttons and later touch screens), while ensuring content would always return to a branded “home” loop without technical hicc
3. ups.

Phase 1: Initial Deployment

Samsung Products Showcased

• Soundbar: HW-K850 (Dolby Atmos enabled)
• TV Models: 65Q6FN, 65Q7CN, 65Q7FN, 55Q8FN, 82Q6FN

CE Labs’ Role

CE Labs became the integration backbone, ensuring Kollins’ premium video and audio content worked flawlessly with Samsung hardware in a live retail environment. Their tasks included:

• Content Validation: Testing 20+ Kollins-produced videos for audio quality, resolution, and aspect ratios to match each Samsung TV model.
• Audio Integration: Ensuring Dolby Atmos signals passed through to the HW-K850 soundbar for an authentic demo experience.
• Protection against unauthorized device usage.
• Interactivity: Using QSCrusader to code GPIO push button commands (Play/Next/Stop, Volume Up/Down). After each interaction, the system automatically returned to the default “home” loop.
• Content Management: MP90 media players controlled playback, sent CEC commands to Samsung devices, and looped content via external memory cards (offline setup).
• Documentation & Training: CE Labs created installation manuals, update guides, and internal training materials so installers and CE Labs’ tech support could troubleshoot efficiently.
• Kit Assembly: Complete hardware kits were pre-configured and shipped directly to each Conn’s store.

Hardware Used

• MP90 Media Player
• UHD860 HDMI Distribution Amplifier
• GPIO Push Buttons & Harness
• CEX-Cables (4K HDMI)

Outcome

The result was a cohesive, high-impact demo environment across Conn’s stores. Customers could interact with Samsung displays, experience Dolby Atmos audio, and view crisp HDR content—all in a seamless, guided retail experience.

Phase 2: System Refresh

A few years later, Samsung and Conn’s initiated a refresh to modernize the original installations.

Samsung Products Showcased

• Soundbar: HW-Q70R
• TV Models: 75Q80, 65Q80, 82Q70, 75Q70, 65Q70

CE Labs’ Enhancements

• Upgraded Interactivity: Replaced push buttons with an SD3173T Touchscreen, offering a modern, user-friendly interface. Kollins developed the HTML5 interface while CE Labs provided the scripting backbone for customization.
• Advanced Scripting: CE Labs used QSCrusader to enable TCP/IP communication between the touchscreen and MP90 players.
• Content & Branding: Samsung logos were integrated into the interface, with uniform video and audio quality verified across all display sizes.
• Audio Handling: Dolby Atmos was routed only to the Q70 soundbar via UHD860 output, while TV audio was disabled for consistency.
• Documentation: New manuals guided installers on touchscreen configuration, USB-based content updates (non-networked project), and future refreshes.

Hardware Used

• SD3173T Touchscreen Device (CE Labs)
• Existing hardware from Phase 1 (minus GPIO push buttons)

Outcome

The refresh delivered a more intuitive customer journey, replacing physical buttons with an interactive touchscreen while maintaining the premium video/audio quality Samsung demanded. Kollins could also make remote adjustments to the interface, ensuring flexibility for future campaigns.

Results & Impact

• Premium Customer Experience: Shoppers in Conn’s stores interacted directly with Samsung’s flagship TVs and soundbars in a way that showcased the brand’s strengths—HDR visuals and Dolby Atmos sound.
• Scalability & Consistency: CE Labs’ kits and manuals allowed deployments to be replicated across multiple Conn’s locations with uniform performance.
• Future-Proofing: The Phase 2 upgrade with touchscreens extended the project’s lifecycle, aligning with evolving retail engagement trends.
• Collaboration Success: The project exemplified the synergy between Samsung’s innovation, Kollins’ creative vision, and CE Labs’ hardware engineering.

Conclusion

This two-phase project demonstrates the power of collaboration in retail technology. By combining Samsung’s cutting-edge hardware, Kollins’ creative marketing expertise, and CE Labs’ robust media player and integration solutions, Conn’s HomePlus transformed into a stage where shoppers could fully experience the Samsung Connected Living vision.

The project stands as a benchmark for how premium consumer electronics should be showcased in retail: immersive, interactive, and consistent.