In a bid to meet the challenges of an increasingly mature retail environment in the country and redefining the standards for digital lifestyle retailing, LG Electronics India Ltd (LGEIL) is setting up a chain of exclusive premium showrooms. The company plans to launch 60 premium Brand Shoppes by the end of the first quarter this year.
At present, LG has a total of 83 LG stores across the country, of which 45 are shoppes and 38 are exclusive stores.
These Brand Shoppes would provide the company a new communication channel with its trade partners, besides giving the company better insight into current customer needs while offering more effective marketing promotions.
Speaking at the launch of the first LG Brand Shoppe at Delhi’s Lajpat Nagar locality, Moon B Shin, MD, LGEIL, said, “It has been our endeavour to create a store that would not only stand out, but also showcase the values of LG brands. Our retail strategy is to be where our customers are, instead of being present in the conventional electronics markets. LG Brand Shoppes have been conceptualised as the ultimate retailing experience that synchronises with the international image of innovation, quality and excellence.”
V Ramachandran, Director-Sales & Marketing, LGEIL, said, “The LG Brand Shoppe goes beyond the concept of a normal exclusive store by having a more interactive environment and more lifestyle orientation on the display so that the customer can actually experience the LG products in his or her own home settings.”
He added, “We have been promoting LG as a premium and aspirational brand and the LG Brand Shoppe should reflect the spirit as well through the look, feel and ambience. The size of the Brand Shoppes would range from 2,000 sq ft to 5,000 sq ft. We are targeting Sec A+ and micro markets for our Brand Shoppes, where the footfalls ensure buyers who are interested in premium and high-end products.”