Vendor View: Sony Focuses on Independent Dealer Channel for 3D Strategy

As Sony gears up for the launch of its new line of 3D TVs this summer, specialty dealers will receive extra attention from the company in terms of merchandising and marketing tools, and focused training.

"We're trying to get closer to groups like the specialty dealers," said Paul Spitale, Sony's senior vice president of consumer sales, during a press event and dealer line show Tuesday at the company's San Diego headquarters. "We think those people have more voice in that area of products."

About 540 dealers attended the line show, which featured most of the company's 2010 products and samples of the new merchandising kiosks and marketing collateral. Last year, many specialty and independent dealers complained that they lost sales and marketing support from Sony as the company focused on the big-box stores to drive volume. Dealers also complained of a lackluster product set that was overshadowed by sexier and more advanced TVs from the likes of Samsung and LG.

Sony executives said they are committed to repairing those relationships and delivering stronger products, especially around 3D technology. At the line show, company executives arranged a special meeting with members of the PRO Group - including Dave Workman, executive director, and Mike Temiz, president of 6^th Avenue Electronics - to discuss merchandising, marketing and sales strategies.