📺 LG knows its products. Now more shoppers do, too.
Buying a TV, fridge or washing machine should feel exciting, not overwhelming. LG Electronics Benelux partnered with Aiden to turn its product expertise into trusted online advice that helps shoppers choose with confidence. Across four categories, advice users converted 6.6× more often than general site visitors. Here’s how LG proved the effect, expanded its reach and built an advice capability designed to keep improving.
LG’s promise is right there in its name: Life’s Good. And it’s the same promise that is at the heart of every one of their products: make everyday life a little easier and more enjoyable.
So it was only natural for LG to bring that same thinking to its Dutch webshop: making it easier for shoppers to find the right product.
Because buying a new TV should be exciting. But then, as a shopper, you meet OLED, QNED, refresh rates, screen sizes and a small army of other specs.
Fridges, washing machines and monitors are not much easier. Shoppers get plenty of information, but getting information is not the same as getting advice.
That is why LG Electronics Benelux and Aiden are working together to make choosing easier: creating a consistent customer experience that gives shoppers the guidance they need, wherever they are in their journey.
From product knowledge to advice shoppers can act on
LG had a clear goal: bring the conversion rate of its Dutch webshop closer to the European average. Product advice offered a new way to support that ambition.
But the ambition went beyond putting another feature on the Dutch website. LG needed advice that stayed true to its products and brand, worked across the customer journey and could eventually scale to more categories.
That is where the partnership with Aiden came in. LG brought its products, content, priorities and commercial logic. Aiden brought the technology and ten years of product-advice expertise to turn that knowledge into useful questions, recommendation logic and explanations shoppers could act on.
LG remained in control of what the advice could recommend and why. Aiden helped make that advice effective, measurable and ready to improve over time.
First, prove the advice works
Rather than rush to scale, LG first focused on getting one product advisor right: create a strong experience, learn what works and prove that the advice could move people towards a decision.
The metrics at the top were an encouraging first signal. In Q4 2025, advice users converted at a higher rate than general site visitors across all four measured categories, showing that LG and Aiden had built something worth scaling.
Aiden measures impact through two simple lenses:
- Effect: does the advice help shoppers complete the journey, click through and buy?
- Exposure: do enough of the right shoppers see and use it?
MediaMarkt started with Exposure, launching 48 product advisors in six weeks and optimising from there. LG took the opposite route: strengthen the Effect first, then widen the reach. Different starting points, same lesson: you ultimately need both.
Building an advice capability
A strong product advisor is a great start, but it is only one part of the customer journey. Products, just like shopper behaviors, change, and new opportunities appear as people interact with the advice.
That is why the partnership matters. LG brings deep knowledge of its products, customers and brand. Aiden brings years of product advice expertise: how to ask the right questions, translate specifications into useful guidance and make the experience work consistently across the journey.
Aiden’s team also takes a proactive role after launch. We review the data, spot friction, bring benchmarks and best practices, recommend the next improvements and help get them live. LG keeps control of its products and brand, while Aiden keeps the capability moving and accountable to the outcome.
From proof to scale
With the Effect in place, the next job was Exposure. The teams made the calls to action on LG’s Dutch website more prominent. After the change went live, advice sessions roughly doubled.
Doubling the number of sessions did more than increase reach: it also gave Aiden’s team more insight into how shoppers used the advice. In the refrigerator finder, the data revealed a drop-off at a detailed question about extra functions. Aiden recommended simplifying that part of the journey, using the increase in Exposure as a new opportunity to improve Effect.
That is the partnership in practice: build strong advice, help more people find it and keep improving it based on what shoppers actually do.
What success looks like
For LG and Aiden, success is not simply having a product advisor live. It’s building an advice capability that delivers a consistently useful experience whenever shoppers need help.
Concretely, that means:
- Shoppers get advice they can trust, grounded in LG’s knowledge and brand.
- LG controls the recommendation logic, priorities and guardrails.
- Advice is available across more decision moments in the customer journey.
- Aiden’s team keeps measuring, recommending and improving, without adding a heavy workload for LG.
- The commercial impact becomes visible and the proven approach can scale across categories, pages and markets.
Ahead of Black Friday, LG and Aiden are focused on bringing that advice to more shoppers and making it better with every interaction.
Because Life’s Good should not only describe what happens after you buy an LG product. It should start with making the right one easier to choose.
Tim Hilhorst
Digital Marketing Manager
Own the advice layer before someone else does.
Shoppers are going to ask AI what to buy. Make sure your brand has the answer.
