Shopper Marketing - September 2016 - 42
LG hopes to refresh the content from
time to time and update it with new products and technologies as they emerge.
Two West, Kansas City, Kansas, built out
the content that currently plays on the
screens, and Design Phase, Waukegan,
Illinois, worked on the wall display.
Best Buy and LG hope shoppers will
pay them back for the investment with
value that they find in higher-priced televisions. ROI will be evaluated on sell-through as
well as driving up average selling price.
"We worked alongside Best Buy from the
early goings on this to make sure [the display]
met the retail guidelines," VanderWaal says.
"Obviously they want to control what the experience is like storewide, so it was important
y SHOPPER MARKETING SEPTEMBER 2016
that we had them working a parallel path with
us as we built out the wall."
Going forward, LG will roll out the display
to key regional retailers that meet the company's criteria of being high-volume stores
with a higher income demographic base that
have the linear footage available on a wall to
host the experience.