LG hopes to boost its place in the air-conditioning market with a revamped incentive scheme known as LG Advantage offering contractors rewards for purchases.
As LG expands its operations in the air conditioning sector, the company is dealing with bigger firms and larger contracts.

On October 25, general manager Tony Gittings acknowledged the previous loyalty points scheme worked well with smaller contractors who usually specified the kit, ordered it and installed it – and got the reward.

However, as the company deals with bigger contracts, there are also more people involved in the ordering process so it is updating the scheme so that companies will receive the benefit, whether it is in the form of discounts or electrical goods or training credits.

'If a contractor is buying more than £350,000 worth of LG ac products then they qualify for a 7% reward. They can take it anyway they choose', said Gittings.

In 2002, the company's LGPA scheme was introduced. It has 1700 members. The firm will contact existing members of LGPA scheme to switch them over to LG Advantage.

LG distributers are the focus of the scheme as contractors register through them.