The idea is to enable customers to easily appreciate product benefits and buy them in a very pleasant atmosphere. Two such stores have already been successfully launched in Baghdad and Erbil, with plans in place to expand the network of showrooms to 20 across key cities in Iraq by June 2014.
Sony’s attention to quality does not end at the point of sale; a network of authorised service centres, set up under the strict supervision of Japanese quality control officers, is planned. Two such centres have been opened in Baghdad and Erbil, while an additional three will be added by June 2014. A first for Sony customers in Iraq, they will now be able to get official warranty every time they purchase a Sony product.
“We have localised communications in Web and social media where young people spend most of their time in order to ensure they are aware of our products, promotions and services. This is in addition to traditional media such as catalogues and newspaper advertising. We have also set up a Sony Iraq website and Sony Facebook for Middle East that already has 30,000 Sony fans from Iraq.”
Sony has partnered with MEI to bolster its local operations by setting up offices in Baghdad, Erbil and Basra. A local team of 63 members will manage the Sony business in Iraq.
“This partnership with Sony is of great significance as it represents our efforts to create awareness and to inform our retail partners and our valued customers about the latest high quality products from Sony. Customers in Iraq will be able to get the full line up of Sony products at the same time as their international launch. The prices will be competitive and a network of professional after-sales service will be available should they need it,” MEI executive director Feri Zekisson said.