Sony Tests Customer-Engaging Technologies at Newest Store

Sony Electronics has opened its first newly branded Sony store in the U.S. at the Westfield Century City mall in Los Angeles, CA. The 4,200-square-foot store is designed to be interactive and to engage customers from the moment they enter. Sony will use the store to pilot test new customer-engaging technologies.
In the new store design, products are displayed so that shoppers can interact and engage with them. Consumers can test out Sony's network services — including Music Unlimited and Video on Demand powered by Qriocity — on network-connected products, as well as play PlayStation's "GranTurismo 5" video game on a PS3 and a Sony 3DTV. They can also shoot video on a wide range of cameras, watch 3D movies and test products like headphones.
"Sony's goal is always to exceed customer expectations by providing an exciting, interactive and entertaining shopping experience," says Phil Molyneux, president and COO of Sony Electronics. "Our new store concept gives shoppers an opportunity to interact with trained and knowledgeable staff as well as preview, test, compare and unlock the full potential of Sony's entertainment offerings."
The new store concept also features demonstrations and education on future and emerging technologies and innovations. For example, the store is displaying the RayModeler, a 360-degree display prototype that projects a 3D image that can be seen from all angles.
As part of a promotional program tied to the store opening, customers who scan quick response (QR) codes in the store will be entered for a chance to win tickets to the Wango Tango music festival.
Sony will track the new store's performance as it transitions the branding of all its stores.
"We will gather opinions so that we can continually evolve and improve our retail experience, both here in the U.S. and around the world," says Kiyoshi Shikano, global sales and marketing officer for Sony Corporation. "As Sony is increasing its focus on providing its customers with an integrated shopping experience that features all Sony has to offer, from hardware to content to services, all of its Sony Style stores and websites globally will also be transitioning branding from Sony Style to Sony."
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