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July/August 2021 ertonline.co.uk


With retail stores closed during lockdown over


the past year, it was important to create these dedicated areas. Customers visiting our website’s product pages would have seen a pop-up message offering live or booked demonstrations. This proved so popular that we have continued to offer this service even with stores having reopened, so customers can research our products and then continue with their purchase confident that they’ve had truly unique advice. Retailers can also direct customers to book in for


post-purchase assistance on setting up new products, so it’s proved to be a real 360-degree service.


Q: What’s your view on the future of the instore experience, given the setbacks retailers have faced in the past year? PB: I think this is a really delicate moment in time. The forecast for 2020 pre-COVID was that the CE industry would hit 50/50 online and offline sales in the UK, but we are all aware that when retail stores were closed there was a big move to online. I think many may continue to shop online, and you can bet that those ‘e-tailers’ will do all they can to retain that new customer base and breed overall long-term loyalty. So the instore experience has to be even better.


For me that means three things: give consumers a reason to come to store; give them a reason to come back – a ‘wow’ shopping experience, better than any expectation; and give them a reason to recommend your products and services.


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I don’t believe retail will ever go completely digital, but the clicks don’t lie!


It is important to get the balance right of product density and space for theatre and demonstration,


and retailers must represent both the instore and online channels now; both are extremely important and the customer will decide what is best for them. I truly believe LG has the best technology in the


industry, and in conjunction with our retail partners we are working hard to really show off the features and benefits of all our innovations. My vision is to remain positive and seek


opportunities to grow and engage; put simply, do better tomorrow than we did today!


The LG OLED Wall at the Weybridge HQ, which opens and leads into the new showroom


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