Live brand experience: New Sony stores are live brand experiences

Sony Electronics is opening a swathe of stores which offer a live brand experience encompassing several aspects of the company's ethos.

The first one was opened in Los Angeles, but the innovatively designed shops are popping up all over the place and offering customers the chance to interact with Sony products.

As well as music and films, games and network services, technologies of the future are also featured.

Brian Sheehan, senior vice president of Sony Stores, said: "Our new store concept gives shoppers an opportunity to interact with trained and knowledgeable staff as well as preview, test, compare and unlock the full potential of Sony's entertainment offerings."

It has been shown recently that despite many marketing campaigns using new ways of communicating about brands, field marketing is still incredibly effective.

Allowing potential customers to test, sample and experience a product is a far bigger hook than them just seeing or reading about it and this is exactly what Sony has gone for.

Once a consumer has come into contact with merchandise they are far more likely to go on and purchase it, whether it be hand cream or music.

From the window display which is designed to draw people in to what lies inside, Sony has created a cohesive brand experience which is designed to interact and engage.

Everyone knows how addictive video games can be, so allowing consumers to try before they buy may seem clichéd, but actually is more likely to result in a purchase.

As well as the opportunity to play PlayStation games, those who enter the shop can shoot video on a wide range of cameras and listen to Sony artists on up-to-the-minute headphones.

Mr Sheehan said: "Our goal is always to exceed customer expectations by providing an exciting, interactive and entertaining shopping experience."

Sony was founded in 1946 by Masaru Ibuka and Akio Morita when they originally started off by repairing old radios and making a modest number of voltmeters.