The launch comes on the back of the news that, for the second year running, LG has been voted the No.1 consumer electronics brand in the Sunday Times Markinor Leading Brands Survey.

The IT In-Touch programme aims to champion LGs channel partner profitability, through an increased knowledge and awareness of LGs premium IT products, equipping the sales force with the knowledge to make an informed sale.

This years Markinor survey also features an IT category, encompassing a new business-to-business survey, where LG Electronics featured as the top manufacturer, on a list which was dominated by software companies.

LGs IT Division has traditionally been strong in optical storage devices, projectors, CRT and LCD monitors. Recently the product mix has expanded, to include notebooks, and soon, LG will launch the Mani desktop PC box.

We have realised that the sales experience is a vital brand contact point and one which heavily influences the consumer's final purchase decision, says Johann van Wyk, National IT Sales Manager at LG Electronics. In-Touch is the perfect tool to motivate the frontline and to impart the necessary product knowledge needed to inform the customers of the advantages of LGs premium product line.

Equipping the salespeople with the necessary product knowledge is achieved by creating short product infomercials, which will be made available to the channel on DVD or VHS format.

In-Touch points will be given to sales people who sell LG premium IT products and participate in the product knowledge training workshops. Points will be accumulated and redeemed for a range of exciting awards, including LG IT products and the full range of home entertainment and consumer appliances, says van Wyk.

The programme is also Web-based, which aims to allow sales people to access their points balances and account status through a password-protected portal.

For those who prefer cell phone communication, their points balances can be sent via SMS. In-touch will provide the LG IT Division with an extensive database of retailer and consumer information, allowing LG Electronics to provide better after sales service.

Van Wyk concludes: In-Touch is reinforcing the already strong channel relationships that LG has built over the years and forging many new ones. In-Touch has already been well received by dealers and retailers in Gauteng and the national roll-out is currently underway.