How LG Aims to Broaden Integrators’ World

LG pushes CE pros to an array of products that are not traditional for the channel, from smart appliances to steam cleaners, using its Quest for Quality Award-winning website with 30M monthly users.

How LG Aims to Broaden Integrators’ World

LG is more than just 8K TVs these days. It is using its web presence to assist the integrator channel.

LG is making strides in its pursuit of the custom installation channel. The company, which has had a custom installation focus going back to its Zenith days, is now targeting the channel more vigorously with participation in the buying groups, a slew of new display and appliance products that are turning heads, and even recognition in the recent 2019 CE Pro Quest for Quality Awards for its consumer-facing website. 

The LG website, which currently averages almost 30 million views per month, has become an important element to bring in potential customers for integrators… extremely important in today's Internet-centric, smartphone-heavy world. 

“LG’s Signature website includes case studies and smart appliances … attracting a range of potential buyers,” says one CE Pro reader who cast his vote for LG in the Q4Q program.

LG's diverse product lines are enabling integrators to broaden beyond simply A/V and expand their sales opportunities.

The Korean-based mega-company is not alone, several other CE companies have started focusing more on their consumer-facing websites, with Sony, SnapAV, Sonos, Anixter, and Control4 all winning Quest for Quality Awards for websites this year. 

Broadening Integrators' Offerings

At CES 2019, LG debuted several products for both the prosumer and custom installation channels, entering a handful in the Consumer Technology Association (CTA) Mark of Excellence Awards.

The one that got all the attention was the Signature 65-inch Rollable OLED 4K TV (Model 65R9). The $59,999 display employs rolling screen technology to seamlessly hide the screen when not in use.

But LG also had a slate of other products aimed to broaden the custom installation channel. Among them were:

CordZero A9 — the CordZero A9 vacuum offers stress-free cleaning and powerful performance with zero barriers or limits in terms of cleaning, coverage area, time and efficiency, according to the company.

Dual Motion Top Loader — The Dual Motion Top Load washing machine with invisible agitator offers advanced technology that simulates the agitator effect of traditional washers without the wear and tear on clothes.

Styler — This clothing care system refreshes closes, home textiles and more in minutes with the power of pure steam. Deep-penetrating steam moving hangers reduce wrinkles and eliminate odors from smoke, food, and sweat.

UltraGear Gaming Monitor — The UltraGear 38GL950G is LG's first 21:9 aspect ratio gaming monitor that uses new technology for enhanced response times.

Combination Double Wall Oven — The Double Wall Oven features a speed convection microwave oven above a steam oven with EasyClean technology and 6.4 cubic feet of capacity.

SL10YG Soundbar — The SL10YB soundbar with Meridian Audio technology supports both Dolby Atmos and DTS:X. It has an output of 570 watts through a 5.1.2-channel sound system. It includes two up-firing speakers and two surround speakers.

CE Pro 100 Integrator Features LG 

CE Pro 100 integrator Just One Touch / Video & Audio Center is one integrator that is moving into the appliance game, with LG as one of its key suppliers. The Santa Monica-Calif.-based integrator earned more than $40 million in custom installation work in 2018.

Within its retail locations, there is one vignette solely dedicated to the company’s custom installation division, Just One Touch. The area includes multiple images of finished projects, including lavish home theaters, multipurpose rooms, outdoor areas and more.

The Just One Touch space is also situated adjacent to the company’s new appliance area, featuring Samsung and LG.

Quiz: Do You Know the Origin of Brand Names Like LG?

“The reason we got into appliances is because they are very smart today. They need to be integrated with every Just One Touch home,” says owner Joseph Akhtarzad.

Smart appliances are on track for global product growth of about 36 percent by 2023, so now's the time for integrators to start offering a wider range of smart home products. 

“Smart appliances are the rising stars, taking a larger share of the laundry and refrigeration market every year,” says Filipe Oliveira, market analyst at Futuresource Consulting.