i3 - September/October 2019 - 51

By Steve Smith

Business

R E TA I L ST R AT EG I E S

Sony Elevates the
Customer Experience

 I 

Courtesy of Sony

f Mike Fasulo, president and COO of Sony
Electronics, has a mantra, it is the phrase "customer
experience." That translates
into how customers are
treated by retailers and resellers, during and after a sale,
whether it is an in-store or
online transaction.
Fasulo spearheaded the effort to make
"Sony become Sony again," as the industry
dubbed the plan when he took the reins
and emphasized innovation and profitability. "When I took over, I immediately
said, 'we are not going to chase market
share at any expense,'" the Sony veteran
says. "We want to go to the consumer and
get credit for who we are, which is premium quality and design."
This strategy is radical for an industry
that for decades valued market share
above all else and was embraced by independent resellers including specialists and
custom installers. "It has worked
extremely well with ProSource-type dealers," Fasulo says. When he addressed this
spring's ProSource meeting in San
Antonio, he outlined a pilot online support and service partnership Sony is planning with independent online retailers.
In May, Sony and specialty retailer
Crutchfield, a ProSource member,
announced a pilot collaboration to support U.S. sales of certain Sony car stereo
and headphone audio products and "to
give consumers more options in their
purchase journey." While the pilot is in
the implementation phase, the Sony
Electronics' website is being updated to
direct customers at the purchasing
phase, from Sony's site to SonyCrutchfield webpages, while also keeping
a link called "Where to Buy" displaying
C TA . t e c h / i 3

i3_0919_BUSINESS_RetailStrategies.indd 51

websites of other retailers as well.
"Custom installers say they desire Sony
If consumers want to share with Sony
products more than others to install in
their experience with the pilot project, data
customers' homes." Fasulo adds, "On the
will be shared with Crutchfield. Other
retail side - AV specialists like
product categories and retail partners will
Starpower or Crutchfield online - we've
also possibly be added down the road,
had success with in our transition" to
Fasulo says, "once we work out the bugs,
emphasize premium products while
and if other retailers can provide the same
maintaining margins.
customer experience that Crutchfield does."
No matter the reseller channel, the
Fasulo said this Sony
success of those compaprogram has been "a stranies aligned with the
tegic initiative for some
Sony brand is due to a
We want
time," adding that, "the
commitment to "explain
to go to the
pilot program is somethe technology and invest
consumer and the time."
thing new and innovative
in terms of going direct to
As Fasulo says, "We
get credit for
the consumer." He is also
explain why Sony is qualwho we are,
aware of the costs and the
ity and why you should
which is
risks. "I opened and closed
it."
premium quality consider
a lot of brick-and-mortar
That's why Sony conand design.
stores and online (Sony
tinues to consider new
Style) because the costs got
and innovative partnertoo high," he said.
ships with independent
Sony values independent and speconsumer technology retailers for the
cialty retailers, as well as the custom
profitability of all, and the enjoyment of
installation channel.
customers nationwide.
"The custom installation channel is
clearly one we win in, and win big in, and
Steve Smith is the former editor-in-chief
want to continue to win big in," he said.
of TWICE.
SEPTEMBER/OCTOBER 2019

51

9/9/19 12:23 PM


https://cta.tech/News/i3.aspx?Page=1

i3 - September/October 2019

Table of Contents for the Digital Edition of i3 - September/October 2019

Contents
i3 - September/October 2019 - Cover1
i3 - September/October 2019 - Cover2
i3 - September/October 2019 - Contents
i3 - September/October 2019 - 2
i3 - September/October 2019 - 3
i3 - September/October 2019 - 4
i3 - September/October 2019 - 5
i3 - September/October 2019 - 6
i3 - September/October 2019 - 7
i3 - September/October 2019 - 8
i3 - September/October 2019 - 9
i3 - September/October 2019 - 10
i3 - September/October 2019 - 11
i3 - September/October 2019 - 12
i3 - September/October 2019 - 13
i3 - September/October 2019 - 14
i3 - September/October 2019 - 15
i3 - September/October 2019 - 16
i3 - September/October 2019 - 17
i3 - September/October 2019 - 18
i3 - September/October 2019 - 19
i3 - September/October 2019 - 20
i3 - September/October 2019 - 21
i3 - September/October 2019 - 22
i3 - September/October 2019 - 23
i3 - September/October 2019 - 24
i3 - September/October 2019 - 25
i3 - September/October 2019 - 26
i3 - September/October 2019 - 27
i3 - September/October 2019 - 28
i3 - September/October 2019 - 29
i3 - September/October 2019 - 30
i3 - September/October 2019 - 31
i3 - September/October 2019 - 32
i3 - September/October 2019 - 33
i3 - September/October 2019 - 34
i3 - September/October 2019 - 35
i3 - September/October 2019 - 36
i3 - September/October 2019 - 37
i3 - September/October 2019 - 38
i3 - September/October 2019 - 39
i3 - September/October 2019 - 40
i3 - September/October 2019 - 41
i3 - September/October 2019 - 42
i3 - September/October 2019 - 43
i3 - September/October 2019 - 44
i3 - September/October 2019 - 45
i3 - September/October 2019 - 46
i3 - September/October 2019 - 47
i3 - September/October 2019 - 48
i3 - September/October 2019 - 49
i3 - September/October 2019 - 50
i3 - September/October 2019 - 51
i3 - September/October 2019 - 52
i3 - September/October 2019 - 53
i3 - September/October 2019 - 54
i3 - September/October 2019 - 55
i3 - September/October 2019 - 56
i3 - September/October 2019 - Cover3
i3 - September/October 2019 - Cover4
https://www.nxtbook.com/nxtbooks/manifest/i3_20210102
https://www.nxtbook.com/nxtbooks/manifest/i3_20201112
https://www.nxtbook.com/nxtbooks/manifest/i3_20200910
https://www.nxtbook.com/nxtbooks/manifest/i3_20200708
https://www.nxtbook.com/nxtbooks/manifest/i3_20200506
https://www.nxtbook.com/nxtbooks/manifest/i3_20200304
https://www.nxtbook.com/nxtbooks/manifest/i3_20200102
https://www.nxtbook.com/nxtbooks/manifest/i3_20191112
https://www.nxtbook.com/nxtbooks/manifest/i3_20190910
https://www.nxtbook.com/nxtbooks/manifest/i3_20190708
https://www.nxtbook.com/nxtbooks/manifest/i3_20190506
https://www.nxtbook.com/nxtbooks/manifest/i3_20190304
https://www.nxtbook.com/nxtbooks/manifest/i3_20190102
https://www.nxtbook.com/nxtbooks/manifest/i3_20181112
https://www.nxtbook.com/nxtbooks/manifest/i3_20180910
https://www.nxtbook.com/nxtbooks/manifest/i3_20180708
https://www.nxtbook.com/nxtbooks/manifest/i3_20180506
https://www.nxtbook.com/nxtbooks/manifest/i3_20180304
https://www.nxtbook.com/nxtbooks/manifest/i3_20180102
https://www.nxtbook.com/nxtbooks/manifest/i3_20171112
https://www.nxtbook.com/nxtbooks/manifest/i3_20170910
https://www.nxtbook.com/nxtbooks/manifest/i3_20170708
https://www.nxtbook.com/nxtbooks/manifest/i3_20160102
https://www.nxtbook.com/nxtbooks/manifest/i3_20160304
https://www.nxtbook.com/nxtbooks/manifest/i3_20160506
https://www.nxtbook.com/nxtbooks/manifest/i3_20160708
https://www.nxtbook.com/nxtbooks/manifest/i3_20170506
https://www.nxtbook.com/nxtbooks/manifest/i3_20170304
https://www.nxtbook.com/nxtbooks/manifest/i3_20170102
https://www.nxtbook.com/nxtbooks/manifest/i3_20161112
https://www.nxtbook.com/nxtbooks/manifest/i3_20160910
https://www.nxtbookmedia.com