Chile. Until December 2022, Álvaro Amar served as Latam Industry Development Director of Absen. He now represents the manufacturer of LED screens in Chile through his company Lapshop. He told AVI Latin America the details of this career change.
For a little more than two years, he achieved significant growth of Absen in different Latin American countries, expanding the base of integrators and participating in emblematic projects. At the same time, his company was also growing in the Chilean market, distributing monitors and consumer imaging equipment, computers and accessories.
At the end of 2022, Álvaro Amar and Absen representatives reached an agreement for Lapshop to be the distributor of LED screens in Chile, mainly thin pixel.
"The change from Latin America to the Chilean market is an important step for my professional career. Like any venture, with risks, but I felt I had to do things. I have worked as an integrator, with brands and with the end customer, I understand the business from different sides. Therefore, I had the professional maturity to assume a responsibility of this type, "he said.
As part of the representation agreement, Lapshop will have a showroom with Absen screens that will be open in the coming weeks. In addition, Álvaro Amar will continue to be linked as an Absen consultant for some businesses with key clients.
Álvaro Amar added that "Absen is the #1 Led company globally. In Latam and Chile they are well known. In Chile they are at the airport, Falabella, Metro, they have a lot of local presence and they want to expand it even more, with education to the end customer, because when you have the market uninformed, there are companies that take advantage and sell anything generating a bad experience and the market is affected. "
In that sense, its main objective is to establish a link with the end customer that allows generating better business, but always through the integrator. "Sometimes the customer sees buying LEDs as buying tiles. They don't see the 360 of a screen and technical needs like resolution or aspect ratio, which subsequently affects the projection of content. That is a poorly advised sale thinking about savings that are lost in the generation of content. Sometimes they see it as painting a place and don't think about the use. In the absence of comparison parameters, the only measurable and comparable thing is the price. That is why it is the responsibility of the brand to educate the end customer to have a purchase," he explained.
In 2 months of operation as an Absen representative, Lapshop has sold more than 200 square meters. The expectation is to sell more than 1000 square meters during the year.
Finally, the manager and founder of Lapshop pointed out that "since I decided to study sound, I knew I was on an unpredictable path. I am very grateful for how my professional career has been, because I have learned and known many things. Every year has been an adventure. The goal before selling is to position Lapshop and Absen as a reference."
