Sony calls retailers to demonstrate the power of connected media

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At its Technology Conference held inLondon, Sony announced that the company’s strategic priority for 2012 is consumer engagement through its services, contents and products. The manufacturer has also outlined its retail channel strategy for 2012.

“The world and the market are changing and the way people consume information is changing, and we have to adapt,” said Gildas Pelliet, managing director of Sony.

“Consumers now want to access more content, more often and at a time that is convenient for them,” added Shaun Dorrington, Sony marketing director.

Market research shows that the complexity of modern CE technology has left consumers confused, with 27% of them giving up at the final stage of the consumer journey and failing to purchase the intended item. “The retail stage is the challenge at the moment,” said Mr Pelliet. “This 27% is the size of the lost opportunity in our sector and it means that we should simplify the way we engage with consumers.”

“Demonstration is now more important than ever,” argued Mr Dorrington. “On the outside all internet televisions look the same. The actual ‘personality’ is inside the product and in many cases retailers don’t bring it out. The ability to chat to friends while at the same time watching television has to be demonstrated to consumers. Only then will they be able to get an understanding of the potential of connected media and embrace it.”

Mr Pelliet argued that engaging with consumers in new ways is an urgent priority if Sony is to attract younger people and keep them loyal to the brand. The manufacturer is making a considerable investment in social media communications, such as Facebook.

Sony has also revealed that it is currently developing a European Partner Programme for all its partners to support their sales and merchandising efforts. The programme is to be launched in April.

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