speciality stores: the sony centres

high-tech specification, sleek design

Sony is derived from the Latin ‘sonus' meaning sound. The word is interpreted by Americans to mean intelligence. Sony Corporation has come a long way in over half a century. Since 1946 when two Japanese entrepreneurs repairing radios constructed their first electronic invention. An automatic rice cooker. Today, Sony is synonymous with life-enhancing inventions like the infamous Walkman. Recognised for its contribution, Sony UK manufacturing has received the prestigious Queens Award for Export on four occasions.

New gadgets and gizmos are being developed and released ever faster. The Sony Centres must keep pace. Ensuring that the latest model is available in response to national advertising campaigns. Discerning customers expect the best. And many are life-long Sony customers. This loyalty must be encouraged by exemplary service and be rewarded by special offers. The pressure is on for managers and staff who interact with customers every day to deliver to the Sony image.

Sony had to be the best exponent of sleek, inventive technology. Epsilon StoreTrader for Sage Line 50 was introduced. The system combines pioneering EPoS with a powerful management suite to control product ranges, customer databases and business performance. Integration between store and central functions is seamless. Information is fast to access so that customers know the specification of the ‘futuristic cyber micro with net md'.

The initial impact was a new high-tech image in customer service zones. Staff now spend time previously associated with paperwork and manual tasks learning about new products. Customer promotions are finely tuned to maximise turnover of new ranges, while precisely managing the sale of superceded products. Management control is much easier to achieve. In the Sony world of technology innovation, the Epsilon/Sage combination is playing its part in delivering results.

“We knew we had to have leading edge technology to support our strong image in the market and to fit in with our product ranges, so we selected the best.”

Graham Fisher, Sony Centre Owner