Sony Partners With Fry's Electronics on 3DTV Demo
Sony recently set up a full solution 3DTV demo unit in Fry's Electronics' Las Vegas store as a way to help consumers better understand the technology and to help drive sales for one of its valued retail partners.
The demonstration environment includes two parts. The first, called the Golden Space, is a sleek product showcase, designed to replicate a living-room environment, for a Sony 3D/IP TV, BluRay player and audio components. A Sony product advocate will man the demonstration full time. After sitting through the demo, the consumer then walks a few feet to the Total Presence area, which includes a full array of home theater products, where a Fry's sales associate will guide the consumer on buying the products that best fit his or her lifestyle and budget.
"This represents one of our investments for our specialty dealers," said Mike Fasulo, executive vice president for Sony. "We understand advancements in new technologies, but the consumer is sometimes confused. With this type of demonstration, we want to take that question mark away."
Sony has rolled out 10 Golden Space and Total Presence environments in select Fry's, Ultimate Electronics and American TV stores. The merchandising program, which can be designed to handle other products and technologies, is available to Sony's other select specialty retailers, Fasulo said. "We're seeing positive lift from (the demo environments)," he added.
Randy Fry, president of Fry's Electronics and chairman of the Consumer Electronics Association, agreed that these types of demo units are needed to help consumers better understand confusing products and technologies and to increase sales.
"There's no doubt consumers want to learn more about technology and new devices," he said. "Having a Sony space and a dedicated Sony employee lends credibility to the learning process."
When asked if these types of demonstration environments drive sales, Fry answered, "Yes, with a capital 'Y'."
The ribbon-cutting event, held just days before 2011 CES opens in Las Vegas, also included a raffle for a Sony HX8/46 TV, guest disc jockeys, and refreshments for Fry's shoppers. -Jeff O'Heir