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Sony to shadow Apple store strategy in Japan

updated 09:05 am EST, Thu January 28, 2010

Sony Store Nagoya to have multiple floors

Sony this week outlined a plan to fight back against Apple by opening its own flagship retail stores. Starting with Sony Store Nagoya, the stores will imitate the multi-floor design of Apple flagships like Ginza and use large, spacious display areas divided by category. The first floor of the Nagoya store will focus on portable devices like Cyber-shot and Handycam cameras, the PSP, Sony-Ericsson phones, Walkman players and VAIO PCs; a second floor will focus on home theater equipment such as Blu-ray players and TVs.

Staffing will also echo Apple's and will include "Stylists" who, like Apple's Specialists, will provide help on choosing devices in addition to actually handling purchases. They will be unique in that they'll provide customer feedback to Sony itself, the company says. While Sony already provides service at some of its stores, staffers on the second floor will take on more of an Apple Genius-like role and teach customers to use what they own.

The Nagoya location will open on March 13th and should be accompanied by others in the future, though it's not known if this will involve international locations. Existing Sony Style and Sony Store locations aren't expected to close in at least the short term. [via Sony Insider]

by MacNN Staff



  1. climacs

    Joined: Dec 1969



    Sony is a much more capable company than Microsoft, but it's still very funny that they too are copying Apple.

  1. coffeetime

    Joined: Dec 1969


    U.S. Sony Stores

    Sony already has a few stores in the malls on the east coast. The traffic is pretty dead. Their genius bar is also pretty dead, only one customer I had seen so far on the genius bar. Normally people don't bring in their entertainment components to store to ask question. Genius bar is a waste on electronic sector. Sony needs to jump on OS wagon, like Google. Future electronic products will be dependence heavily on OS.

  1. slapppy

    Joined: Dec 1969



    Sony following the playbook of Microsoft.

  1. brainiac

    Joined: Dec 1969


    They are so 2009

    They are bound to fail because as you can see, they are placing their trees outside the store.

  1. facebook_Brian

    Via Facebook

    Joined: Jan 2010


    They have stores

    I live in the Denver Metro area and they've had a Sony "Experience" store here for some time.... so they are doing a new store line?

  1. wrenchy

    Joined: Dec 1969


    Who writes this junk?

    Sony is re-vamping their stores like any other business with focus on different areas.

    So what if they want their customer service techs to help customers with their purchase? How is this copying Apple? How is anything in this article differ from what Sony is doing currently in their stores?

    Why does anything anyone does have to have a parallel drawn to Apple and what they do?? If someone comes out with a product remotely similar to an Apple product, you hear "Oh blatent rip-off" and "cheap knock-off". But if Apple does, it's suddenly a "revolutionary product". Kind of like the iPad - a cheap knock-off / blatent rip-off of the HP tablet/slate.

    I like Apple products but all this arrogant, everyone wants to copy and be cool like us attitude is irritating.

  1. MiNGLED

    Joined: Dec 1969


    Sony Store Ginza

    Perhaps Sony will make their stores more like their flagship store in GInza, Tokyo. This place is more about the lifestyle experience and doesn't actually have many products to buy there. Instead it's all about showing off their products in the best way possible, often in 'home' environments rather than just on shelves.

    And of course there are the staff dressed up in their strange, almost air stewardess uniforms, can't see that spreading overseas.

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