Retail Marketing Group reveals partnership behind creation of LG Broadcast Room

Retail Marketing Group, the award-winning UK-based marketing agency, has today revealed its support of LG.COM to provide customers with a live, virtual demo tool, allowing the brand to meaningfully engage with customers who visit the website.

Following the announcement of national lockdowns in March 2020, LG looked to Retail Marketing Group (RMG) as a long-time partner to help bring product demonstrations online. RMG used its expertise and enthusiasm for innovative digital solutions to support the implementation of a service that offered consumers the chance to receive advice and live demonstrations. With broad experience in creating engaging human connections in retail environments, RMG were able to support the technology with highly skilled demonstrators, adept at bringing to life products and their stories.

This service began in an existing room at LG’s European HQ. As the solution grew in popularity, LG and RMG saw the opportunity to elevate the consumer experience further. Working in partnership they developed a new live, virtual demo environment: the LG Broadcast Room.

This newly created studio space, with professional lighting and camera equipment, has at its centerpiece a revolving carousel to display hero items from across LG’s product ranges. At the touch of a button, demonstrators are able to switch between showcasing the benefits of TVs, audio equipment, fridges, and washing machines within one clearly-defined, premium brand space.

“Retail Marketing Group is proud to have a long heritage in the retail industry, meaning we know what is important to customers. We were able to translate this into the digital world for LG, providing the perfect combination of a simple, pleasing experience design and human touch,” said Lysa Campbell, CEO of Retail Marketing Group.

Campbell continues: “The new LG Broadcast Room allows for a completely new online customer experience, generating trust and ensuring the consumer feels they are being supported through their purchasing decision.”

David Hall, Head of Digital at LG said: “The introduction of live chat and video demonstration on LG.COM has been a huge step forward for us in how we engage with our customers through the website. RMG’s Online Personal Shoppers bring their expert level of product knowledge to life through video and chat on various LG.COM pages – allowing customers to receive up to date product information and get their questions answered when seeking new consumer electronics products.”

“We are seeing excellent engagement with the Video Ambassadors and RMG is working with key retail partners to track and monitor conversion, in addition to monitoring of the chat usage through RMG’s comprehensive reporting. The technical setup was handled extremely efficiently, and we have a dedicated area to support this function long term as we expect the digital trend to stay long after stores reopen in full. It is a really stable, secure, and engaging platform for RMG to inform and influence purchase decisions online,” concluded Hall.