The Hindu Business Line : Sony World Pune unveils customer loyalty programmes

ELECTRONIC goods manufacturer Sony's brand store, Sony World, Pune, expects to close the current fiscal with a total sales revenue of Rs 45 crore and is already its best-performing exclusive brand outlet.

Pune Sony World CEO, Mr Jitesh Oswal, said here recently that the top favourites on the Pune buyers' radar are products such as digital camera, handycams and premium products such as plasma televisions, LCDs and projection TVs.

"We sell around 200 handycams, and 150 digital cameras a month and the market for these are growing by about 200 per cent and 300 per cent respectively," Mr Oswal said.

Mr Oswal, incidentally, also owns the second Sony World showroom here which is now Sony's largest showroom in the country and with footfalls on the rise, he has kicked off what he terms `innovative customer loyalty programmes' that will keep his customer's hooked to the brand.

Talking to the press on the third anniversary of the brand store in the city, Mr Oswal unveiled `Klan Klub Card' a customer loyalty programme which will offer five hundred clients who have spend over a lakh of rupees at the showroom a set of privileges including at-home display and demo of products, tie-ups with restaurants, garment and jewellery stores and preview of much-awaited movies. Also thrown in, will be invitations to special workshops on products like DVDs, handy cams and home-theatre systems and a sneak preview of new products.

The Pune Sony World is also launching another innovative concept, the Sony World on Wheels, which will leverage the fact that Pune has a large population of BPOs, IT companies and corporate houses. "A fully loaded, customised vehicle with a variety of our products will actually set up shop for a couple of days or more on site the various corporate houses in the city and also tap the large residential colonies here,'' says Mr Oswal who points out that with single brand outlets being the current consumer preference, the time is ripe for such a concept. The mobile Sony World will not just display the products and demonstrate it but will also take orders from the employees working in these companies who will be offered on-the-spot finance for the product of their choice.

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