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Sony Cybershot digital still camera |
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Sony Handycam digital video camera |
JAPAN. Sony Overseas Models is a new retail concept devised by the Japanese electronics giant which enables travellers of many nationalities to buy the latest products for use worldwide.
The best-selling, Japan-sourced products – including digital still cameras and digital video cameras – can be used both in Japan and overseas and have special benefits for foreigners, including multi-lingual manuals, multi-lingual menu display and an international warranty service.
A travel retail concept store was shown to buyers during the TFWA Asia Pacific show in Singapore last month, where The Moodie Report interviewed the senior executive responsible for rolling out the project in travel retail (see below).
Product benefits of Sony Overseas Models include:
– Multi-lingual instruction manuals: Besides English, Sony Overseas Models product instructions come in Chinese, Korean, German, French, Spanish, Portuguese and Russian. Available languages depend on the model.
– After-sales service: Common warranty service is offered in 46 countries/areas. Each model comes with an international guaranty service, allowing free repair service within one year from purchase at Sony service stations or authorised distributors in 46 countries and regions such as Japan, Europe, the Americas, Asia, Africa and Oceania.
– Sony Overseas Models are adaptable to many countries and regions around the world, with only a few exceptions.
The Sony Overseas Models product range spans:
– Cyber-shot, digital still cameras;
– Handycam, video cameras;
– MD and CD Walkmans;
– IC recorders and compact recorders;
– Radios;
– Personal audio systems/headphones/speakers;
– Personal computers;
– Accessories, including batteries and Memory Sticks.
In an exclusive interview with The Moodie Report, Sony Marketing (Japan) Inc Corporate Senior Vice-President Kiyoshi Shikano said his aim was to offer “added value” to travellers with the new concept, which will be heavily promoted.
He said: “I want to expand in the duty free area at the largest international airports, such as Singapore Changi. I want to try to convince the customer of the added value, by sharing the sources of the products [Japan] and using common, global promotions. We will be heavily promoting Sony Overseas Models on top of the company’s local business.”
He said the familiarity of the Sony brand to international travellers was a big draw. “Sony is very well known among travellers,” he said. “People want to buy the latest Japanese models. The Chinese visit Japan and want to buy Japanese goods, for example.”
As well as outlets in Japan’s major airports, Tokyo Narita, Osaka Kansai, Chubu-Centrair and Fukuoka, sales of Sony Overseas Models have picked up considerably in South Korea, at Seoul Incheon and Pusan Airports, and Taiwan, at Taipei Airport.
Cyber-shot digital cameras have been a best-seller in the stores, generating more than half the turnover, according to Shikano. “It is a combination of the reasonable price and the added value,” he noted.
Shikano’s short-term ambition is to expand the operations to Asian countries, such as South Korea, Taiwan, Singapore and Malaysia (Kuala Lumpur International Airport). Longer term, he sets his sights on Western Europe, the Middle East and North America.
He said: “My vision is to grow this concept with a single strategy – using the same product concept and the same store decoration worldwide, with the same image, just like Bulgari does, for example. I want to offer a single, clear message to the customer.”
The challenge, Shikano continued, was to adapt the concept to the culture of each country. “We might find that some colours used in store decoration may not be accepted in some countries,” he explained.
Shikano added that his end game with the new concept was increased sales, as well as taking advantage of the “shop window” nature of the travel retail channel. “Travel retail is an important sales channel,” he confirmed.
Shikano also spoke of the future possibility of segmenting products and/or promotions for different customers, such as sight-seers and business people.
For details, contact Sony Marketing (Japan) Inc, 4-10-18 Takanawa Minato-ku, Tokyo, 108-0074, Japan, e-mail tr@jp.sony.com Visit www.sony.co.jp/overseas
