LG Electronics USA To Premier Live Shopping Entertainment Venture

As its first venture into “direct-to-consumer live shopping entertainment,” LG Electronics USA is premiering “The Upgrade.” The live shopping event series will provide a direct-to-consumer platform for watchers to buy LG items, according to an announcement.

“The pandemic has shown how our consumers have embraced shopping directly with LG with great enthusiasm,” Peggy Ang, senior vice president of marketing, LG Electronics USA, said in the announcement. “The Upgrade is a reflection of LG’s dedication to meet consumer demand through embracing entertainment, forging deeper connections with audiences as an integral part of the direct-to-consumer shopping experience.”

LG Electronics USA said the series will showcase different influencers and personalities who will host various real-time “shoppertainment segments” that encompass pro tips, item tutorials and games, among other content, that offer limited-time promotions.

The pilot episode will premiere on Wednesday (May 26) before Memorial Day weekend, while all content will be accessible after the live stream on YouTube.

YouTube father-son duo Dan and Lincoln of “What’s Inside” will host the first real-time episode, whose duration will be a half hour.

Englewood Cliffs, N.J.-based LG Electronics USA is LG Electronics’ North American subsidiary.

The news comes as Walmart is soon heading back to the live-shopping well with the help of Ree Drummond, the Food Network star.

Drummond and her daughter will display some of their favorite items from the retailer’s Pioneer Woman Collection in a live-stream shopping event on Facebook set for Thursday (May 27). “The Pioneer Woman” is the name of the star’s Food Network show and overall brand.

“Live Shopping combines the fun of live video with the convenience of online shopping and offers businesses the unique opportunity to connect with their customers in a truly engaging format,” Nada Stirratt, vice president of global market solutions for Facebook in North America, said. “We’re so thrilled to work with Walmart on their upcoming Live Shopping stream, which will feature the latest products from Ree Drummond and create an entertaining environment to engage with their shoppers.”