Half of LG Electronics Buyers Chose the 'Objet Collection'

[Asia Economy Reporter Suyeon Woo] LG Electronics' space interior home appliance 'LG Objet Collection' is gaining popularity to the extent that it is chosen by half of the consumers purchasing LG home appliances.

LG Electronics announced on the 9th that about 50% of all customers who purchased home appliances from the product line with Objet Collection in February chose the Objet Collection. Considering that the Objet Collection is somewhat more expensive than general products of the same class, it can be seen that many customers recognized the differentiated value of the space interior home appliance LG Objet Collection.

As a collection appliance that completes home interior with each additional product, the proportion of customers purchasing multiple product lines simultaneously was also high. In February, about 40% of customers who purchased the Objet Collection at LG Electronics Best Shops bought three or more products at the same time.

LG Electronics recently added new products to the Objet Collection lineup. LG Objet Collection has completed a lineup of 13 types covering overall home appliances by adding air conditioners and vacuum cleaners this year, following top-freezer refrigerators, built-in refrigerators, kimchi refrigerators, 1-door refrigerator/freezer/kimchi convertible refrigerators, dishwashers, microwave ovens, water purifiers, Wash Towers, and stylers.

LG Objet Collection applies various colors and materials that cover multiple generations from the MZ generation to Generation X and Baby Boomers. Calm and comfortable colors that harmonize with the interior tone of the entire home rather than a specific space are popular regardless of generation. The 'Fenix' material, mainly used in premium furniture, not only realizes a luxurious color but is also easy to maintain, making it highly preferred by consumers.

LG Electronics is conducting various activities from offline stores to online events so that customers can experience the new space interior home appliance, Objet Collection.

First, LG Electronics operates Objet Collection experience zones at major LG Electronics Best Shop stores nationwide. At the end of February, a large-scale Objet Collection experience zone occupying about one-quarter of the store was created at The Hyundai Seoul branch in Yeouido, Seoul, the largest Best Shop store in domestic department stores. Consumers visiting the store can directly see how LG Objet Collection harmonizes with the interior of the entire home, including the living room, kitchen, laundry room, and dressing room.

Since November last year, LG Electronics has been running the LG Objet Collection online housewarming event through the LG Electronics membership app, where customers who purchased the products showcase interior spaces decorated with the Objet Collection. It is reported that more than 1,200 households participated in the first online housewarming event held until the end of last year and the second event running until the end of March, receiving a good response. LG Electronics has posted photos from the first online housewarming event on its website so that anyone can appreciate the appearance of the Objet Collection harmonizing with various interiors.

Kim Jung-tae, Executive Vice President and Head of Korea B2C Group at LG Electronics Korea Sales Headquarters, said, "We will ensure that more customers can experience the new experience and value provided by the space interior home appliance LG Objet Collection, which has not only excellent performance but also differentiated design that harmonizes with any space."