Case Study

Merchandising

Sony PlayStation

The challenge: Sony Interactive Entertainment required a reliable solution for the implementation of its merchandising measures in the German-speaking region. The planned measures focused on the implementation of special layout specifications for releases and bundle initiatives as well as visual merchandising and the care of shop-in-shop spaces in retail stores.

The solution: Since 2016, SIE has relied on qualified merchandising teams for the management of its retail spaces in the Germany-Austria-Switzerland regions. The focus of the bundle and special initiatives is the packaging of the PlayStation systems, which are accessorised as part of promotions and bundled with certain focus software titles as part of special offers. As part of further measures, the special areas are decorated with posters, decorative cubes and a variety of other elements. In addition to the provision of experienced merchandising staff, SIE primarily benefits from efficient operational and route planning as well as effective training measures for merchandisers. In addition, all logistics are implemented including storage, packaging and transport as well as other measures.

Key data

  • Customer: Sony Interactive Entertainment Deutschland GmbH
  • Projects: Merchandising for video games
  • Trading houses: MediaMarkt, Saturn
  • Countries: Germany, Austria, Switzerland
  • Time period: since 2016

Strategy

  • Performance of quality controls based on before and after photos with myImages
  • Flexible operational management in coordination with SCE, stores and field sales measures
  • Provision of surveys and visitor confirmation with mySurvey Analyzer
  • Regular management reports including implementation rates and photographic documentation

Outcomes

  • Increase in the quality of layout through uniform brand presence in presentation and special areas
  • Increase in the visibility of the PlayStation brand and focus titles
  • Increase in the turnover of PlayStation products
  • Significant increase in satisfaction among retail partners
  • Reduction in turnover in the merchandising teams

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