Chicago - LG Electronics has been selected as the recipient of
the 2011 Brand Chief Award for Retail Marketing Excellence by Point
of Purchase Advertising International (POPAI), the CE manufacturer
The consumer electronics and major appliance brand was "recognized
for its innovation, smart technology, stylish design and reliability,"
according to the organization that tracks in-store advertising and promotions.
The award will be
presented during the POPAI's 2011 Night of Honors ceremony Dec. 8 at the
Park-Hyatt in Chicago.
"LG Electronics has
always been committed to delivering products that improve the lives of their
customers," said Richard Winter, POPAI president said in a statement. "The
company's prowess and confidence about the power of in-store marketing has
helped to propel them to be one of the leading brands in home entertainment,
appliances and mobile communications in the U.S. and around the world."
"LG's marketing matrix is truly an integrated model that
leverages images and assets from measured media to ensure both brand
recognition and trial within the retail environment influencing consumers where
it matters most -- the point of purchase," said Peter Reiner, LG Electronics
USA marketing senior VP.
Contributing to the achievement, LG created a dedicated in-store
marketing "Center of Excellence" team whose primary purpose is to uncover
shopper insights and activate them in the retail environment, the company said.
Dave VanderWaal, LG in-store marketing team director, said that
LG's shopper marketing efforts "continue to evolve based on the dynamics of
what really takes place at the moment of truth on the sales floor, especially
as related to a relatively infrequent durable purchase like ours. LG has been
at the forefront at bringing our retail partners holistic shopping solutions
that help create sell-through for LG and also drive business for entire product
Also factoring into the achievements was LG's use in recent years
of sophisticated electronics to enhance the retail experience with programs
that provide total education for shoppers in a range of product categories,
from 3DTVs and smart TVs to refrigerators and clothes washers, LG said. In-store
merchandising vehicles were said to be "the core of LG's go-to-market strategy
in the United States."
The company was also said to make use of shopper insights and
direct research to target specific goals for its merchandising efforts, and
looks for true measurement on the back side of store placement.
"The company is extremely conscious of the need for maintaining
high levels of product knowledge in a transient sales associate environment,
and work diligently to assure that merchandising vehicles provide product
benefits usable in-store to spur trial and close sales," LG said.
The POPAI Chief Award recognizes companies for "demonstrating an
effective and innovative use of marketing at retail in the overall marketing
strategy, demonstrating a deep understanding of shopper behavior, and adhering
to the highest business standards," according to a statement announcing the
Past POPAI Brand Chief Award winners have included Gillette,
7-Eleven, Safeway, BMW North America, Hershey's and Walgreens, among others.
The Chief Award for Retail Marketing Excellence is awarded to one
brand marketer and one retailer each year that demonstrate effective and
innovative use of marketing at retail in their overall marketing strategy and
adhere to the highest business standards, POPAI said.
Members of POPAI make these nominations, and POPAI's Nominating
Committee reviews the nominations and supporting documentation to select the
company that will be presented the award during the Night of Honors.