View Full Version : Apple’s Lesson for Sony’s Stores: Just Connect
May 29, 2007, 12:04 PM
Category: Apple Services
Link: Apple’s Lesson for Sony’s Stores: Just Connect (http://www.macbytes.com/link.php?sid=20070529130435)
Posted on MacBytes.com (http://www.macbytes.com)
Approved by Mudbug
May 29, 2007, 12:28 PM
An interesting article for anybody involved in retail, marketing, etc..
A few years ago I attended a M$ event that was, well a number of houses, flat's, apartments, recreated inside an exibition center. They tried to show how each technology fitted.
Just didn't seem to carry it off very well, as most of it didn't work.
May 29, 2007, 03:33 PM
I visited the Sony store in Seattle over the weekend, right after going to the Apple store first. Just like in the article, the Apple store was bustling and Sony's was more staff than customers.
But I don't think the two companies compete in the same space. I would go to Sony to buy a HDTV and Apple for a Mac or iPod. Sure, Sony has weird looking computers and freaky MP3 players, but the store itself is designed around the large plasma screens, i.e. dim lighting and small media rooms in the store. Even then, I'd probably go to the Sony store to only select a specific model and then buy it online for less.
I will say one thing for the Sony store. They had much better looking sales people than the Apple store! :D
May 29, 2007, 03:49 PM
The only Sony Store I've been to is in Ginza, and it was pretty crowded.
Not as crowded as the Apple Store, but still.
May 29, 2007, 04:51 PM
There's a Sony Style store near me. I was there this past weekend.
I think its big problem is that it's unfocused. You've got laptops, desktops, game consoles, TVs, cameras, clock radios, etc, set up all over the place, but with no pattern.
In an Apple store, you've got 1/4 of the store devoted to Macs, 1/4 to iPods, 1/4 to software, and 1/4 to printers, peripherals and accessories. You can come in, find what you want, pay and get out quickly. Even if you don't know exactly what you want, you quickly catch on about where to browse for the kind of product you want.
Not so with the Sony store. The different categories of devices are intermixed with each other. You need to walk the entire length of the store if you want to see all the different model TVs they have, ditto for the PCs. Putting TVs and computers on the same section of wall also means that you have to actually pay attention to what you're looking at - several of the media PCs look very much like pieces of A/V equipment. I actually confused a few of them for Blu-Ray players and PVRs.
The fact that many of the Windows PCs have their screens locked, so you can't go play with the new equipment, is also a turn-off to the kind of person who is going to enter a "boutique" type store.
The Sony store did have a few really cool products (like their UX series micro-PC (http://www.sonystyle.com/webapp/wcs/stores/servlet/ProductDisplay?productId=11040489)), but there was nothing in the store calling attention to it. It was just sitting on a pedestal next to a subnotebook PC. When I went to play with it, no salesman came over to ask if I had any questions.