24aoû
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Pourquoi et comment LG mise sur l’affichage dynamique

by damien   |   24 aoû, 2016

Face à un marché grand public concurrentiel et l’essor du commerce connecté, le constructeur coréen investit avec des produits high-tech innovants à destination du retail.

Le marché de l’affichage dynamique progresse de 25% par an en France, soit 100.000 unités en 2016 pour une valeur de 60 M€. Si le marché est encore relativement faible, "on constate une vraie envolée. Il y a un marché très large à développer", indique Laurent Samama, directeur des ventes BtoB chez LG Electronics France. A commencer par l’univers du commerce. "Dans le retail, l’habillement est assez moteur, de même que le luxe et la cosmétique (enseignes beauté, salons de coiffure…)", précise-t-il. Mais si la présence de LG en grand public est bien installée, le constructeur coréen a pris du retard sur le secteur BtoB. Notamment face à Samsung, leader de l’affichage dynamique en France avec environ 60% des parts de marché, contre 12% pour LG Electronics France.

 

Affichage dynamique : LG met les moyens
Conscient du potentiel du marché et de la concurrence croissante, LG compte bien, lui aussi, s’affirmer sur ce créneau. "Nous visons une progression de 4 points en 2016, de même en 2017, soit 20% de parts de marché d’ici à deux ans", annonce Laurent Samama. Un enjeu important ! Mais la marque y croit et met les moyens. "Il s’agit d’un nouvel élan initié et supporté par la maison-mère". Pour cela, LG s’appuie sur son savoir-faire et son expertise, notamment sur l’OLED : "Nous avons l’innovation et des gammes de produits profondes (lire encadré ci-dessous), insiste-t-il. Nous avons une stratégie 'push & pull' : créer le besoin auprès des retailers et renforcer nos partenariats avec les intégrateurs et un réseau de distribution (grossistes, ndlr) ".

 

Les projets en magasin s'accélèrent
Laurent Samama identifie deux avantages principaux à l’affichage digital pour le retail : l’augmentation du trafic, grâce à l’effet "waouh" des visuels ; et la monétisation par les promos des marques sur les écrans. "Que ce soit au niveau des lignes de caisse ou à l’intérieur des magasins eux-mêmes, le mouvement s’accélère", constate-t-il. L’enjeu est de monétiser l’espace." Et les projets prennent de l’ampleur. Au-delà des gares, des aéroports et des centres commerciaux, avec des murs d’images entre autres, LG est notamment présente dans les magasins d'habillement, comme Pimkie, avec des écrans 84 et 98 pouces, ainsi que dans des boutiques multimédia ou des agences immobilières.

 

La marque est aussi actuellement en négociations avec deux enseignes de la grande distribution alimentaire pour équiper les magasins d’écrans 32 pouces au niveau des lignes de caisse. D’autres projets sont également en cours dans les stations-services adossées à des enseignes de supermarché. Avec l’augmentation du prix du pétrole, les stations misent en effet de plus en plus sur le libre-service pour augmenter leur chiffre d‘affaires. Installés près de chaque pompes à essence, des écrans présentant des offres promotionnelles pourraient ainsi permettre de booster les ventes.
"Nous souhaitons apporter une vraie différenciation par rapport au leader", conclut Laurent Samama. Avec un Samsung déjà bien installé, tout l’enjeu de LG Electronics France va être désormais de communiquer davantage.

 

Source : http://www.lsa-conso.fr/photos/pourquoi-et-comment-lg-mise-sur-l-afficha...

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