Wayne, N.J. — Sony Electronics’ fourth in-store shop opened this month at Electronics Expo’s retail showroom here.
It follows the installation of dedicated in-store displays at Abt Electronics, Ultimate Electronics and, most recently, Toys “R” Us’s flagship store in Manhattan’s Times Square. A fifth shop is expected to open next month at an as-yet-unnamed chain.
Electronic Expo’s Sony Shop is a 1,000-square-foot display area featuring interactive stations and specially trained employees. The store-within-a-store showcases such Sony products as Bravia TVs and front projectors, Cyber-shot digital cameras, Handycam camcorders, DVD and Blu-ray Disc players, PlayStation systems and games, and audio components.
“By featuring a stand-alone Sony retail presence within our own store, we are able to provide consumers with a more personal experience with Sony products as they look to make purchasing decisions, which we believe will provide a great deal of value to our customers,” said president/CEO Leon Temiz, a PRO Group member whose six-store A/V specialty chain serves the Northern New Jersey market.
According to a Sony spokesperson, the placement of the shops is based on several factors including opportunity, the vendor’s relationship with the retailer, and return on investment. The sizes of the shops, and the breadth of their assortments, vary, with Abt’s display area topping out at 1,700 square feet and the Toys “R” Us shop measuring 550 square feet.