Sony’s New Retail Program Meets Industry Approval
Sony Thursday announced its Strategic Investment Program, a wide-ranging CE retail initiative designed to increase margin and highlight product value and features over price.
"We talked dealer by dealer what the impact will be. I think the important thing is to retain margin on their side," said Phil Molyneux, president and COO of Sony Electronics, who began working with retailers on the program last October. "This is a conscience effort to help the retailers and help Sony improve their messaging to consumers."
The Strategic Investment Program includes three main elements: a unilateral pricing policy, which the company began in 2008 under the popular SURE (Sony Unified Retail Execution) program with its Alpha line of cameras; rewards for retailers that follow agreed upon criteria (as well as penalties for those that don't); and inclusion in special promotional activities.