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Sony Refreshes Retail Promotional Material

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 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.