Hark Solutions Ltd

LG UK's adoption of an Atomium digital interactive product presenter is aimed directly at improving business performance across sales, sales admin, marketing, product management and training. The LG Atomium helps to deliver a competitive advantage to the front line staff whose job it is to deliver LG's ambitious target to be in the global top three by 2010.

Case Study PDF Launch date:  May 2007 in UK; rolled out to France, Germany, Spain, Portugal, Benelux in 2008 with plans for further extension in Europe and USA in 2009 Impact on brochure/workbook: Replaced triangulated sales presenter; brochure retained. User numbers: 780 across Europe. User Type: Sales, training, customer service, dealer networks. SKU count: 650 Interface: Sales order processing, dealer database, training, brochure and POS requests. Client: Atomium is an LG Europe best practice case study endorsed by the South Korean head office. The Background LG has created a reputation for progressive technology and innovation with the release of some of the latest technological developments in consumer electronics, home appliances and IT products. The company is a major global force in electronics and information and communications products with more than 64,000 employees working in 76 overseas subsidiaries and marketing units around the world. The decision by LG UK in October 2006 to replace their printed sales presenter (a triangulated ring binder) with an Atomium USB memory stick is therefore consistent with the company's understanding of the strategic value electronic tools can deliver to improving business performance and customer relations.

The project

Launched in March 2007 the LG Atomium showcases the full product range across white and brown goods with colour photographs and all the key information required to explain the product to a dealer. Each product page contains multiple images of the product, reference numbers, a key to the technologies used and the full list of features and benefits.

Clicking on the tabs shows other products in the range; logistics information such as box size, weights and VESA mounting dimensions for flat screen TVs; and complementary products such as DVDs and audio systems. Even the bar code for the SKU is incorporated which when the product is selected carries through to the tailored brochure leave behind - one of the export options from Atomium to Microsoft Office.

The process

The process of producing any detailed profile of a product range is built on an accurate understanding by the supplier of how the product range is categorised as well as what the client wants to achieve in terms of target audience, intended usage and production values.

Producing an Atomium is no exception and the Hark Solutions account management team worked very closely with the product teams at LG to define how the Atomium structure, content and functionality would work for LG. This means for example that the LG Atomium visually plots product on the LG good/better/best scale and also identifies the month of availability.

The database underpinning the Atomium application has also been populated with information on discontinued lines and a link is made directly on the screen between old and new product, one example amongst many of empowering LG sales, customer service and training staff with instant answers to dealer's questions.

Competitive advantage

The LG Atomium is distinctive for its ability to execute and fulfil the actions arising from a meeting with a retail dealer. This means that the products selected for order can be automatically dropped in to a pre-configured Microsoft Excel spreadsheet. Because the LG Atomium carries a view on the current LG dealer database the dealers' data is automatically captured and used in any outputs from Atomium.

In addition to capturing the sales information, Atomium allows for POS and brochure requests to be set up and emailed to the appropriate LG department or person whose job it is to fulfil these requests. If a dealer requests a visit from a trainer that also can be recorded and emailed out for follow up action.

Internet update

Any printed brochure is usually out of date as soon as it comes off the press. The internet update function that supports all Atomiums allows a rolling publishing cycle with regular updates. Not only does this give greater confidence to publish more comprehensive information, knowing it can and will change, but it means new product information can keep the Atomium USB memory stick bang up to date with discontinuations, specification changes etc.

This means product marketing teams at LG can now send out updates on market information, push newsletters and event updates direct to the people in the field, renew particular SKU pages with the latest in product or industry awards. And because Atomium is digital and database driven there is the added security of being able to track activity as well as measure and reporting on what is working and what generally or specifically needs improving.

Impact on sales

The point of all this is to boost sales through a vastly improved business approach to communication with customers - roll on 2010.

Client feedback

"The LG Atomium interactive sales presenter has been successfully launched to all sales, training, GPMs, marketing and sales admin and we believe it significantly increases the professionalism of our business approach to our customers."

George Mead, Marketing Executive, LG Electronics UK Ltd