LGs Innovative Door in Door Refrigerator Wins Over New Customer
With the unrelenting pace of modern life, a tidy, well-organized refrigerator is something that most people can only dream about. While we’d all love to keep our refrigerators orderly and clean, long work hours and other commitments often end up getting in the way. Having to throw away long-forgotten food items and making unnecessary purchases are just some of the more common annoyances of a household refrigerator in disarray.
To help restore order in the kitchen, LG set about finding answers to the question, “How can we make a fridge that’s more convenient to use and easier to keep organized?” After extensive consumer research, and a great deal of hard work, the company released a brilliantly rendered solution: the unique and innovative Door-in-Door™.
Quick and Easy Access
According to a survey conducted by LG, 4 out of 10 consumers cannot name what’s inside their refrigerators with any degree of certainty. This lack of familiarity often results in food items being forgotten and eventually discarded. Moreover, a messy fridge results in 1 out of 4 consumers wasting time and money on unnecessary trips to the store to buy items they already have. LG’s Door-in-Door™ helps resolve such issues through the provision of convenient access and smarter organization. The double layered Door-in-Door™ opens with the simple push of a button, revealing the surprisingly spacious mini compartment with unexpected ease. This makes it quick and easy to find and access essential items and sought-after snacks without the inconvenience of searching through the bowels of a refrigerator while holding a pot or food in one hand.
Longer Freshness by Preventing Cold Air Loss
LG’s comprehensive survey found that, in most households, the refrigerator is opened approximately 80 times a day — often by family members looking for the same few items. The Door-in-Door™ feature makes it possible to find needed items without having to open the refrigerator’s main door. This reduces cold air loss from the central compartment by as much as 41 percent. As a result, the compressor doesn’t need to work as hard to maintain a steady temperature inside the fridge and helps keep food fresh longer, cutting down on time wasted at the supermarket.
Inside the Door-in-Door™, LG’s adjustable Moving Basket combined with a handy drawer section allows users to create customized organization configurations to suit a variety of lifestyles. Each member of the family can easily adjust the height of the different interior compartments according to their own needs. This flexibility separates the Door-in-Door™ from conventional fixed configuration fridges and helps users design a storage system that works best for them. Meanwhile, the Mini Table, another of the fridge’s smart features, provides a convenient, flat surface that makes it possible for users to pour drinks while standing at the fridge without carrying heavy bottles to the dining table 2.
All of this means that families can customize shelf space to match specific food sets and individual lifestyles. One area of the fridge might be reserved for organic ingredients, while others might be set up for sandwich materials, desserts and snacks, beverages, or a variety of other food categories. Because the Moving Basket enables compartment dimensions to be adjusted, families can easily find a configuration that matches their own specific needs. Of course, food types and lifestyles differ by region and cultures. The Door-in-Door™ is just as accommodating to East Asian consumers looking to set up an oriental medicine section in their fridge as it is to European consumers who consumer more dairy products or North American consumers who might like a section just for sports drinks and protein shakes.
“Large capacity isn’t the only factor people consider when choosing a refrigerator,” said Seong-jin Jo, president and CEO of the LG Home Appliance Company. “Smarter, more intuitive food organization is now a must due to today’s busy lifestyles. Our Door-in-Door™ provides users with easy access to the items they use the most and gives them the freedom to arrange things just the way they like it. Not only does the Door-in-Door™ save time, it also keeps cold air locked inside the refrigerator’s main compartment. We continue to receive industry recognition and consumer praise for this innovative and practical features.”
LG is the industry’s leading innovator in refrigerator designs incorporating compartments in the front door. The original Door-in-Door™ made its debut in South Korea in February 2010 and has since become a global trend. In 2011, LG Door-in-Door™ refrigerators were introduced in North America, Asia and South and Central America, with launches in Oceania, the Middle East and Africa the following year. LG has sold over 1.4 million Door-in-Door™ refrigerators worldwide and continues to refine its double-layered door design.
With all the benefits the Door-in-Door™ offers, it’s no wonder the feature has been integrated into LG’s full range of products including side-by-side, French-door, top freezer and bottom freezer refrigerators. LG is committed to using the latest innovations to continually exceed consumer expectations and enhance convenience in more intuitive ways. This is also why the Door-in-Door™ refrigerator has received widespread international acclaim for its powerful performance capabilities and breakthrough technologies.