New LG Electronics store aims to educate customers

Dubai - The 300-sqm flagship outlet at The Dubai Mall serves as a one-stop-shop with expertly-trained staff ready to provide any assistance on LG's wide range of products.

South Korean technology giant LG Electronics on Wednesday opened its first exclusive brand showroom in the UAE, promising to provide a more interactive experience and value for its customers.
The 300-sqm flagship outlet at The Dubai Mall serves as a one-stop-shop with expertly-trained staff ready to provide any assistance on LG's wide range of products.
Laila Mohammad Suhail, chief executive officer of the Dubai Festivals and Retail Establishment, graced the event, which was hosted by Kevin Cha, CEO of LG Electronics Middle East and Africa, and Yong Geun Choi, the newly-appointed president of LG Electronics Gulf. Eqbal Al Yousuf and Ahmed Al Yousuf, president CEO, respectively, of Al Yousuf LLC, were also in attendance, as well as LG's long-term partners and VIP customers.
At the same time, LG Electronics also unveiled its two newest devices - the 5.7" LG V10 smartphone, its flagship in the new V series, and the LG Gram, the world's lightest laptop in the 14-inch segment. The former is now available for Dh2,599 while the latter is slated to be released in the first quarter of 2016.
"It is a great pleasure to have a unique concept in Dubai in one of the best venues here, The Dubai Mall," Suhail said at the inauguration. "This is another addition to the brand platform and retail offering of Dubai and we will definitely be working very closely with LG and their marketing and events team to make sure that this store is buzzing throughout the year by bringing more shoppers and tourists to Dubai."
Two top officials of the company told Khaleej Times at the event that they are confident that the new store will achieve its primary goal - and it's more than just selling products. "We try to differentiate ourselves [from the competition] by creating value for our customers," said Yong Geun Choi, the newly-appointed president of LG Electronics Gulf. "We want customers themselves to touch and feel our products, thus creating more value for them - from A to Z." LG Electronics' opening of its flagship store is on the back of the burgeoning global consumer electronic market, which is set to hit $2.97 trillion by 2020, according to a latest study by Future Market Insights.
That said, Dubai - as the hub of the region - is well-positioned to be a leading market, thanks to fast adoption of technology by its residents.
"We mainly opened this showroom to educate customers - not really to sell," said Mohamad A. El Yassir, vice-president for sales at the mobile devices unit for the Middle East and Africa region at LG.
Asked on opening more stores like these outside the UAE, he said that the company is looking into Saudi Arabia, North Africa, the Levant and other places.
"Using this first store, we would be able to estimate how much more value we can give to our customer - then we will expand," Choi, who was only a day old in his new role yesterday, added. Both Choi and El Yassir are optimistic LG's store will be an interactive learning experience for both the company and its customers."I think they will be very impressed. to see how far we went in giving the best technology to make life easier," El Yassir said.
- alvin@khaleejtimes.com