Sony Store-Within-a-Store Helps Get Customer Feedback

Launching the Sony Retail Experience store-within-a-store format is among the best moves Sony Electronics North America President Mike Fasulo made, he told us in an exit interview (see personals section, Feb. 4; see also 2102160027). The program originated at Best Buy and has expanded elsewhere. “It gave us a mechanism to actually hear directly from the end user,” Fasulo said. “That’s really hard to do today. If you have a direct business, you’re hearing from consumers every day. But if you go through the channel, as we do, things are filtered.” Sony engineers take "those insights and trends and not only apply it in the U.S., but on a global basis,” Fasulo said.