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Samsung Flips Black Friday eCommerce on Its Head with New Reverse Auction


A new initiative embraces low prices like never before

Samsung Flips Black Friday eCommerce on Its Head with New Reverse Auction

Samsung Electronics Australia launched an innovative new Black Friday campaign, The Reverse Auction, designed to flip Black Friday shopping on its head by allowing customers to decide the price they wanted to pay for some of its most popular products.

Unlike a regular auction, each Reverse Auction started with products listed at full recommended retail price (RRP) and saw the price continue to drop until all available items in the auctions had been bid for, or the price reached $1 – whichever happened first.

With over 50,000 customers registered and highly sought-after products up for grabs, The Reverse Auction was an exciting shopping experience for Australians, bringing some good news to their social feeds.

Launched via a series of social films that showcased the Reverse Auction as breaking news, the campaign drove to a website experience that saw a range of Samsung products up for grabs including the 85" QN900B Neo QLED 8K Smart TV (RRP $11,999), Galaxy Buds2 (RRP $219), Galaxy Z Fold412GB+256GB (RRP $2,499), The Freestyle Portable Projector (RRP$1,299), Bespoke Jet Complete Extra (RRP$1,299) and many more. The Reverse Auction schedule also included a number of mystery products with details revealed on the day.

Some of the great deals unlocked by customers over the sales period include:

  • Smart Monitor M8 UHD – snapped up at 49.7% off RRP
  • The Freestyle Portable Projector – won at 46.5% off RRP

“Australians look to Black Friday to get their hands on the best prices and deals, and we were thrilled to give customers an empowering new way to bag a bargain on a wide range of products,” said Eric Chou, Director of Product and Marketing, Samsung Electronics Australia. “With the Reverse Auction, we gave Australians something they could finally control - the chance to choose their price.”

CHEP’s group account director, James Townend stated that, “To create a digital experience like Samsung’s Reverse Auctions required a full suite of integrated marketing and technology capabilities. From a technical perspective, we needed to build a solution with underlying infrastructure that was highly scalable to manage the potential for large volumes of simultaneous users. We also needed to balance that with an experience that was ruthlessly focused around creating an intuitive & delightful user experience, removing as much friction as possible along the way.”

The Reverse Auction experience was launched at and auctions ran throughout the Black Friday sales period, 18-28 November.


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CHEP Network, Mon, 28 Nov 2022 04:10:16 GMT