Speaking at the inauguration, Satoru Arai, Head, Sony Middle East Marketing Company, said: “The retail environment has increasingly become more relevant with customers looking to touch, feel and experience products before making their buying decisions. Such experiential retail marketing demands that store environments are built not just to sell products, but also to recreate experiences giving customers the opportunity to connect with the brand and product.
“Our new Sony Boutique showcases every detail of our latest products and technologies, while allowing consumers to instantly step into our world of entertainment content such as movies, music, games. We are convinced this boutique will hold high appeal not just to tech aficionados with their exacting standards but also to Sony fans and lay consumers who will find technology demystified at this boutique.” – Satoru Arai, Head, Sony Middle East Marketing Company
Arai added: “Strategically, for us at Sony, the Dubai Mall location has always delivered on its expectations. The outlet alone is set to deliver about 40% incremental sales – making it the single most important retail showcase for us in the Middle East and Africa region.”
The new concept boutique features a wide-open storefront to provide an unobstructed view into the world of Sony. From Sony music artists playing on high resolution audio devices to movies from Sony Pictures playing on the immersive 4K TVs, the full breadth of Sony’s product range can be enjoyed at one location. Customer expectations are further met with Sony’s specialists providing an insight into the technical capabilities of the products and their unique differentiators.
The Sony Boutique has five distinct product zones for gaming, mobility, digital imaging, as well as home entertainment and high resolution audio.
