More and more, we're seeing this kind of retail environment being created. The retail trend seems to be moving in two different directions. One is large stores like Best Buy and Wal-Mart, with lots of products, sometimes good prices but very little experience. The other is small retail, with lots of experience with better and more knowledgeable help. Both types of retail will certainly have their place, but we believe that more and more brands should be creating some environments that they own, to speak to their customers directly.
Forget Circuit City and Best Buy, Sony's arrival solidifies the latest trend in electronics retail: high-end electronic boutiques that let buyers sample the gadgets in comfortable, well-staffed settings. Following in the footsteps of Apple Computer's high-end showroom that opened in Palo Alto three years ago, Sony is hoping to transform the electronics shopper's experience.
"Our major goal is to provide a strong, interactive environment," said Dennis Syracuse, vice president of Sony Style Retail. "Going in should be fun, it shouldn't drain you. And when you leave, we hope you love the product you bought."
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