News

Sony of Canada unveils new experiential store design

September 11, 2011

Sony of Canada has announced the grand opening of the first newly branded "SONY" store in Canada, which offers an exciting new concept, design and customer experience.

Located at Upper Canada shopping mall in Newmarket, the 2,800-square foot Sony store features world-class architecture and design, making it a unique destination where consumers can explore the complete Sony experience, including electronics, games, movies, music, network services and future technologies, the company said.

"Sony's goal is always to exceed customer expectations by providing an exciting, interactive and entertaining shopping experience," said Doug Wilson, president and COO of Sony Canada. "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 in Newmarket is a significant step in building a blueprint for future Sony stores, both in the U.S. and around the world," said Kiyoshi Shikano, global sales and marketing officer, Sony Corporation. "In this store, Sony is eager to test innovative offerings and listen and learn from customer feedback. We will gather opinions so that we can continually evolve and improve our retail experience, both here in Canada and around the world. As Sony is increasing its focus on providing its customers with an integrated shopping experience that features all that 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."

Showcase areas

In the spirit of Sony's make.believe brand message, the new store is designed to immediately capture the imagination of customers and engage with all that Sony has to offer, in an integrated, interactive and inspiring way.

The front of the new store features, literally, a window into the world of Sony. Inside, consumers will be able to access, experience and make connections with everything Sony, from testing out its network services -- including Video on Demand powered by Video Unlimited through the Sony Entertainment Network-- on network-connected products, to enjoying PlayStation's Move interactive 3D gaming experience on a PS3 and the 65" BRAVIA HX929 Series 3D HDTV. Consumers will be able to shoot images and video on a wide range of Cyber-shot digital cameras and Handycam camcorders then upload onto VAIO laptops, get lost in a 3D movie from Sony Pictures, and test headphones while listening to Sony Music artists.

Highest level of personalized services

With the opening of the new store, Sony is introducing Premium Services to provide customers with an exceptional support experience for all Sony products from set-up to service and repair facilitation. Services include assistance and education by trained staff with setting up all products and the activation of wireless services. Also available are in-home consultation, delivery, andTV, and home audio and video installation by authorized technicians. Sony of Canada recently introduced the Fastrac Service integrating its enterprise software with Purolator E-Ship Web Services to reduce costs while delivering enhanced customer satisfaction following a product repair.

Design and location

The new store was designed in collaboration with Tokyo-based Klein Dytham architecture (KDa). It features a bright, open, inviting space, with products displayed on tables so that consumers can personally interact and engage with them like they would in a home environment. The layout of the store is flexible, with movable interior walls and changeable color schemes so that it can be adapted and reconfigured to highlight specific products, services or content to engage and delight customers with fresh experiences each time they return.