By James Wells
Sony Australia has confirmed it will replace its two remaining Sony Centres in New South Wales with smaller kiosks in key shopping precincts.
Sony Australia told Current.com.au this morning that the two stores previously operated and leased by Bing Lee at World Square in Sydney’s CBD and the Drummoyne store on Victoria Road will both close on Sunday 3 March 2013.
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Jeremy Senior, general manager – sales at Sony Australia said the company will be pursuing a strategy of rolling out a series of kiosks, which have previously been deployed at Westfield shopping centres at Bondi Junction in Sydney’s eastern suburbs and at Chatswood on Sydney’s north shore.
Sony has confirmed that the Westfield Chatswood kiosk is likely to represent a blueprint for the new retail strategy. The kiosk was deployed following the closure of a third Sony Centre also operated by Bing Lee 15 months ago.
“Sony Australia remains committed to pursuing direct retail avenues and locations that will meet the needs of Sony customers,” a spokesperson for Sony confirmed this morning.
“Responding to the changes in consumer behaviour, Sony will focus on an extension of the kiosk solution established in Westfield Chatswood in NSW. This retail model offers shoppers the opportunity to get hands-on with Sony products in a flexible, high-traffic location."