2/18/2008 10:37:00 AM
Sony Ericsson ups field sales visits by 50%
Sony Ericsson is increasing the number of visits its makes to retail stores by 50% this year to support its new phones and services.
It is ploughing more money into mobile retail this year with a total of 10 visits per store this year as it realises it will be more critical than ever to win favour from retail sales staff.
Marketing chief David Hilton said Sony Ericsson currently visits each specialist mobile phone store in the country every six weeks – nine times a year, which encompasses 3,000 multiples and dealers.
He reiterated that 60% of buying decisions are made in store, giving ‘tremendous power’ to store staff.
Sony Ericsson plans four extra visits per store this year for its big flagship launches, having allocated a big chunk of its UK marketing budget to retail stores.
Hilton said: ‘We are increasing the size of our field sales team (people who visit stores) and putting in extra money for four extra visits to each store over the year.’
Sony Ericsson will also install more live demonstration pods in stores this year. ‘We are having conversations with all retailers and operators to improve the demonstration and experience on handsets such as the W980 where we want to demonstrate the superior sound quality of that phone.’