In order to deliver a clear message about the connectivity of its wide range of products at the POS, Sony is introducing a new shop-in-shop concept within the Austrian market. In co-operation with Umdasch the global player is establishing a total of 15 brand shops during the course of 2008. They will be characterized by high-quality visual merchandising and a pleasant atmosphere, and can be experienced at first hand, for example, at Stereoland Sänze in Salzburg.
From surround systems via flat-screen TVs, and from camcorders to Blue Ray discs and digital photo equipment – Sony offers a comprehensive product palette. The giant international electronics firm aims to set itself apart from its competitors primarily via the compatibility of the appliances. With a floor area of some 70 m² the shop-in-shops present the products and their possibilities for network applications in an exclusive manner. They were specially developed for the Austrian specialist market.
Sony made a conscious decision to show only a selection of high-quality product lines, thereby avoiding any sales pressure. When developing the concept one of the top priorities of Sony and shopfitters Umdasch Shop-Concept was to ensure sufficient space for advice and service. The overall branding – primarily by means of the brand name – also plays an important role in the new shops.
When choosing the colours and materials care was taken to ensure a pleasant overall atmosphere which nonetheless permits the individual products to take the centre stage. Generous amounts of indirect lighting are used to provide additional accents on the goods on display. Dark furnishing elements, carpets and seating areas encourage customers to spend time in the shop and contribute to the pleasant ambience.
Impressive ambience at Stereoland Sänze
Stereoland Sänze is one of the selected Sony reference retailers for whom Umdasch has realized a new-generation shop-in-shop. Customers are attracted by Sänze’s location in the town centre in Salzburg as well as by the impressive interior design. The rounded arches underline the exclusive appearance of the shop-in-shop.
