LG Electronics USA Earns 2011 POPAI Brand Chief Award for Retail Marketing Excellence

CHICAGO, Oct. 13, 2011 /PRNewswire-USNewswire/ -- "Life's Good" for LG Electronics USA, especially when it comes to excellence in marketing at retail. Recognized for its innovation, smart technology, stylish design and reliability – which are also widely recognized by shoppers – POPAI is awarding the 2011 Brand Chief Award for Retail Marketing Excellence to the fast-growing consumer electronics and home appliance brand during the 2011 Night of Honors being held on December 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. "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 has consistently pushed forward to the leading edge of in-store merchandising," said Peter Reiner, Senior Vice President, Marketing, LG Electronics USA. "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."

Realizing that for its line of products the most important touch point along the path to purchase is in-store, 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.

Dave VanderWaal, Director of the In-Store Marketing Team, explained 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 categories."

In recent years, LG has used sophisticated electronics to enhance the retail experience with programs that provide total education for shoppers in a range of product categories, from 3D TVs and Smart TVs to refrigerators and clothes washers.  Throughout its broad product mix, which runs from household appliances to premium audio and video equipment, in-store merchandising vehicles are the core of LG's go-to-market strategy in the United States.

LG Electronics USA has also made significant 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.

The criteria used in determining the POPAI Chief Award includes 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.  As the 2011 honoree, LG Electronics USA joins the ranks of leading brands and companies earning the annual Chief Award, including Gillette, 7-Eleven, Safeway, BMW North America, Hershey's and Walgreens, to name a few.

About the POPAI Chief Award for Retail Marketing Excellence
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. 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.

About POPAI
Since 1936, POPAI (Point of Purchase Advertising International) has served as the leading international advocate and voice of the marketing at retail industry. Comprised of chapters worldwide and serving more than 1,700 members internationally, POPAI promotes, protects and advances the broader interests of the marketing at retail community through original research, certified education, showcasing industry excellence, trade forums and protecting intellectual and legislative rights. For more information, please visit http://www.popai.com

About LG Electronics USA
LG Electronics USA, Inc., based in Englewood Cliffs, N.J., is the North American subsidiary of LG Electronics, Inc., a $48 billion global force and technology leader in consumer electronics, home appliances and mobile communications. In the United States, LG Electronics sells a range of stylish and innovative home entertainment products, mobile phones, home appliances, commercial displays, air conditioning systems and solar energy solutions, all under LG's "Life's Good" marketing theme. For more information, please visit www.lg.com.

SOURCE POPAI