By Claire Reilly
Sony is set to open its first in-mall kiosk in Sydney tomorrow after shuttering its New South Wales Sony Centres, giving consumers and competing electrical retailers an idea of how its direct-to-consumer concept stores will look heading into the future.
Sony confirmed in February this year that it would be closing its remaining Sony Centres and replacing them with branded kiosks, modelled off the kiosk that is currently operating in the northern-Sydney suburb of Chatswood. The Sony Centres in World Square and Drummoyne, in central Sydney were subsequently closed, with liquidation sales held to clear stock.
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The kiosk in Westfield Parramatta in Sydney’s western suburbs is now fully established, with different experience stations set up for consumers to get “hands-on with Sony’s newest and most innovative products” according to the brand.
Speaking about the new kiosk, located on Level 3 of the shopping centre near a number of apparel retailers and the Myer department store, was Jeremy Senior, general manager of sales for Sony Australia.
“Sony Kiosks are a key part of our retail strategy,” said Senior. “Designed to deliver an engaging Sony brand experience, the Parramatta Westfield Kiosk will focus on educating consumers about our latest range of Sony products and the technological innovations that can enhance their daily lives.”
The kiosk has features “hero products across all categories”, with a focus on smartphones, PCs and digital imaging products. There are also flat panel TVs on display, as well as headphones and audio products, and the kiosk offers an opportunity to try out the ‘One Touch’ connectivity features of NFC (near field communications) devices.
Despite proximity to competing electrical and technology retailers in the centre who also sell Sony products — including JB Hi-Fi and Dick Smith — Senior said the kiosk would have a positive “halo effect” for the brand’s retail channel partners.
“By providing an accessible and engaging environment in a high-traffic location, we expect shoppers to become more educated about Sony’s unique technology and lifestyle solutions,” said Senior. “This can only have a positive effect on our channel partners.”
Current.com.au previously reported that the kiosk was intended to open on 1 April according to Creative Activation, the “brand and retail agency” that Sony engaged for the launch of the new kiosk. This date was revised to 4 April based on information from Westfield Centre management.
Sony today confirmed that the kiosk was slated for a “soft launch” for shoppers on 6 April, in order to provide “a week for staff and fittings to become fully operational in time for the official opening on April 13”.
The new Sony kiosk in Westfield Parramatta (click on image above for a larger view).
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