Shopper Marketing - September 2016 - 40


PROGRAMS

LG

Continued from Page 2

but LG vice president of marketing David
VanderWaal promises the company's offering
stands apart. "We built our entire experience
on what the shopper wasn't getting in the
store and what they would like to have," he
says.
So what exactly does LG say shoppers
wanted from their store trip?
n To easily understand the difference between HDR content and standard definition range content;
n To receive an explanation of what OLED
televisions provide versus traditional LED
televisions; and
n To see what 4K ultra-high-definition content would provide in a picture versus 1080
high-definition content.
"And, they wanted to see it," VanderWaal
says. "They didn't want to hear about it, they
didn't want an associate to tell them about
it, they wanted to literally be able to see two
different screens that showed them the exact same content played with these different technologies. So what we wanted to create for [Best Buy] in their stores was what we
called the 'Experience Wall' where you could
personally experience the picture that would
be created with all this great new tech."
LG and Best Buy began working on the display in mid-2015. Stretching across 16 or 24 feet
of wall space, depending on the location, it
showcases five TVs that previously were stocked
in various places around the store. LG negotiated high-visibility placements in all locations to
drive attention from as far away as 30 feet.
40

y SHOPPER MARKETING SEPTEMBER 2016

"We grouped some of these key televisions
together to tell a more holistic story," VanderWaal says. "It was a story that a shopper could
utilize unassisted without a Blue Shirt [retail sales
associate], and also assisted with Blue Shirts, because our research showed that, especially on
browse missions, more than half of shoppers
don't want to engage the sales associate."
The display was designed to offer different
experiences for different shopper types and
different trip missions. It is activated with a
touchpad positioned in front of the televisions that the shopper uses to navigate to,
for example, a split-screen showing the difference between 4K and 1080 content. But
there also is a "magic button" for a Blue Shirt
to utilize to access more videos for shoppers
who would like to dive a lot deeper into how
the technology actually works. Additionally,
LG built into the experience the ability for
shoppers to hear different sound bars that
they can pair up with televisions.
When Shopper Marketing tested out the
display in July at one store in Coon Rapids,
Minnesota, the sound bar rollout was in the
early phase and not all of the units were yet
operational. To make identifying and troubleshooting such issues easier, the experience is
built on a network-controlled server base that
lets LG see all the displays from one location
and make sure they are working correctly.
The manufacturer can address issues with
the store via phone or, if necessary, send out
a representative within 24 hours.
"From an execution standpoint, that really
works well," VanderWaal says. "Also, it allows
us to refresh the content as many times as we
want since it's all server-based."



Table of Contents for the Digital Edition of Shopper Marketing - September 2016

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
Shopper Marketing - September 2016 - 48
Shopper Marketing - September 2016 - 49
Shopper Marketing - September 2016 - 50
Shopper Marketing - September 2016 - 51
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Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
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Shopper Marketing - September 2016 - 126
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Shopper Marketing - September 2016 - 131
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