LG Electronics’ mobile division has signed a hat trick of major deals to supply its smartphones to retailers Argos, Asda and Shop Direct.
The deal with Argos strengthens LG Electronics’ drive into the converged home market, with LG planning to use the partnership to demonstrate how its smartphones connect with consumer electronics goods.
Its partnership with Shop Direct will see the Nexus 4 smartphone sold via its Littlewoods, Very and Isme home shopping websites.
Both Asda and Argos will also range the L Series 2 smartphones on their home shopping websites and in Argos catalogues.
These latest deals further LG Mobile’s drive into non-traditional mobile retail channels and closely follow direct deals with supermarket giant Tesco and A1 Comms to supply its 100 plus Go Mobile stores.
Andy Coughlin, LG’s UK mobile chief, said it is on a mission to build presence in the grocer market. Coughlin strengthened his team earlier this year, boosting the sales division and taking on Antony Tufo, who joined from Marks and Spencer’s commercial team.
Coughlin said: ‘Our deal with Argos is a great opportunity for us and will be central to the converged home story we are taking to the market.’
He added: ‘Mobile is at the heart of the connected world. We want to give our customers a smartphone offering that will allow them to use a variety of devices via their smartphones.’
Coughlin said LG’s smartphones are designed to connect to any device. ‘We have very strong brand […in flat panel TVs] and so our smartphone proposition can leverage that where both product lines are visible. However, we do not operate with a closed eco-system and therefore our consumers are able to use our smartphones across a range of their existing CE products, with a hope that when they look to upgrade we will be the brand of choice.’
He added: ‘We see the connected home as an absolutely key market and we want to make sure we give our customers choice, keen prices and an intuitive experience that opens up the sometimes confusing concept of a connected home.’
Coughlin said retailers are keen to build share in the converged market, adding: ‘They recognise that LG is one of the few vendors that can bring the connected, converged home story to their customers. They see we are in a great space in that market and well placed to take the opportunity forward’.
Nexus 4 success
Andy Coughlin, LG’s UK mobile chief, said LG’s UK smartphone sales had more than doubled on last year and predicted ‘big improvements’ in UK marketshare over the next six months.
Sales have been boosted by a major training programme, Coughlin added. He said LG is also planning to strengthen LG Mobile’s training team.
‘We have spent a lot of time with partners, supporting, for example, the O2 Guru teams with training programmes and educating floor sales staff in our smartphones’ capabilities.’
He added: ‘We fully understand the value and crucial part that retail and call centre staff offer and therefore have ramped up our investment in this area to ensure we support the growth we are enjoying.’
Author: Carol Millett