PlayStation's Retail AdvantagePlayStation products are getting an extra push at the nation's biggest retailers like Target and Walmart. Sony has hired a number of representatives to be available for consumers to answer any questions about PlayStation products they may have. Little did we know that this has actually been going on for years. During the always busy holiday season, Sony gives the program an extra boost.
"We believe that this program has had a very positive impact on sales of all PlayStation products, as well as continue to deliver a valued service to our customers."
Susan Karbaf, Director, Retail Activations, Sony Computer Entertainment of America, explained to IndustryGamers: "PlayStation believes that the experience we deliver to our customers at retail is key to the success of both PlayStation and our retail partners. We have a dedicated PlayStation rep force that takes care of our retail displays, trains retail associates, and delivers positive consumer experiences at retail year round. This team has been a valued part of our organization since the launch of the original PlayStation. Additionally, during the peak holiday season we supplement our internal PlayStation rep force with an additional team totally dedicated to helping holiday shoppers interested in PlayStation as gifts for the holiday season."
Karbaf noted that there are "about 750 representatives out in full force at retail locations across the country." She added that Sony definitely feels that the program has had a positive effect on sales.
"We believe that this program has had a very positive impact on sales of all PlayStation products, as well as continue to deliver a valued service to our customers. During the holidays, often times consumers who are buying PlayStation as a gift are looking for specific guidance on the best mix of peripherals, software, and services. Our representatives are there to help people select the right PlayStation products, and this program provides dedicated one-to-one interaction that our customers really like," she said.
Karbaf continued, noting what the reps are trained to talk about: "The primary goal of this program is to help each customer select the right PlayStation gift for that special person on their list. They're trained to ask questions about the age range, specific interests and lifestyle of the recipient. This information allows the representative to help guide whether a home or portable system is the right choice, ensure that the type of game(s) matches with the recipient’s interests, and provide suggestions on the right mix of peripherals/services that will best complement the PlayStation experience."
The response from retail partners to this PlayStation initiative has been strong too, says Karbaf. "The response from retail has been phenomenal due to positive customer reaction to this program – and it continues to grow in popularity."
It may seem like a minor program, but it's actually quite smart to place company reps in the biggest retailers where customers that are less knowledgable about games are likely to shop. Perhaps it'll make a difference for Vita next year when the portable launches.
