San Diego – Sony
Electronics is updating its in-store and online marketing material to better
convey the advantages of purchasing Sony products through authorized dealers.
In the first major
overhaul of its authorized dealer collateral in 10 years, the company will
begin rolling out new decals, inserts and point-of-purchase materials to
dealers and distributors later this fall.
As part of the
effort, the manufacturer has updated its Sony Authorized Dealer logo with the
term “Sony Retailer Network,” and will syndicate a watermarked version across
the Internet.
Sony will also post
a comprehensive list of approved dealers on its SonyStyle.com Web site.
The campaign will
emphasize the extensive training and manufacturer support that authorized
dealers receive and the enhanced service levels they can provide. Sony will
also caution consumers about the risk of purchasing gray, refurbished and out-of-warrantee
goods when buying from unauthorized third-party resellers.
At the same time,
the company is stepping up its crackdown on unauthorized Internet sales. Paul
Spitale, regional sales platform senior VP, told TWICE that Sony has already shut
more than 10,000 unauthorized e-commerce sites through its partnership with online
monitoring firm Net Enforcers.
Spitale added that
the new marketing materials will be available to dealers in all distribution
channels, and that its use is strictly voluntary. Sony will also provide new
in-store signage, but will delay the rollout until after the hectic holiday
sales period, he said.
