First new Sony kiosk tipped to launch in Parramatta, sales agency engaged

By Patrick Avenell

Sony Australia has engaged Creative Activations to train and staff its new kiosks, which will roll-out as replacements for the two Sony Centres it is planning to close.

The first new kiosk is believed to be in Parramatta, based on an advertisement placed by Creative Activations on internet job boards earlier this month.

“In partnership with Sony, Creative Activation is looking for highly motivated sales professionals across full time roles to be part of the Sony team for this exciting venture,” reads the advertisement. “Your proven track record of creating a superior customer experience every time whilst advancing sales will ensure your success in this truly exciting and fast-paced environment.”

This advertisement describes the location as “Sydney: Parramatta and Western Suburbs”.

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Sony’s decision to close its New South Wales retail outlets, located in the Sydney CBD and Drummoyne, and move to a mall kiosk format contrasts the company with Apple and Samsung. The Apple Retail Store rollout is continuing at a steady pace, with a new store set to open in Adelaide, South Australia. Samsung has only opened one brand store, in Sydney’s CBD, but is believed to be planning to open more stores in other cities by the end of 2013.

One of Sony’s PC manufacturing rivals, Acer, opened its first set of mall kiosks in late 2012. Unlike Sony, which will sell directly to consumers at its kiosks, Acer has promised only to demonstrate products and then refer customers to its retail partners.

Creative Activations, Sony’s partner in this venture, describes itself as an expert in sales agency. It currently has offices in Sydney, Brisbane, Melbourne, Adelaide, Perth and Auckland.

“We’re an award-winning brand and retail agency focused on driving sales for our clients by engaging shoppers and removing sales barriers along the entire path to purchase,” said a company statement. “We work with some of Australia’s best known brands and retailers.” has contact Creative Activations for more details.

Additional reporting by James Wells and Claire Reilly.

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