Sony To Focus on Bundled Retail Solutions, New TVs Not Just for Wal-Mart/Target
Sony executives said the company will work with its dealers throughout the year to create specially-priced bundled packages based on high-definition technologies. The manufacturer will also partner with dealers to create new marketing strategies to sell those packages, all in an attempt to create greater product attachment rates.
During a wide-ranging interview yesterday at Sony’s New York City headquarters, the executives also said Sony’s new M series line of high-definition LCD TVs will not be sold exclusively through Wal-Mart and Target stores and will be available around July or August to the general retail channel. The line, based on 720p and featuring a limited number of HDMI inputs, is aimed at value shoppers and will serve as the entry level of the Bravia line, said Randy Waynick, Sony’s senior vice president of marketing Home Products Division, adding that the M series is geared to the “Wal-Mart and Target” type customer.
The product bundling strategy ties into Sony’s new advertising campaigns, which are designed to promote a full set of products, as opposed to a single device. Waynick, along with Stan Glasgow, president and COO of Sony Electronics, said the company had earlier success pushing a digital imaging bundle through retail earlier in the year. The rationale is that many different products and accessories make up a full solution and should be sold as such. During the 2005 CES, Forrester analyst Ted Schadler reported that manufacturers and retailers were losing almost $4 billion dollars annually because they focused on marketing and selling stand-alone products, instead of full solutions.