HTC, Sony unveil concept stores to connect with consumers in Singapore

Housed in Nex, the new shopping mall in the Northeast of the island, ‘HTC Concept Store’ in Singapore will house the HTC retail - its point-of-sales counter and the product showroom showcasing HTC products and accessories.

Melvin Chua, country manager, HTC Singapore, said, ”Through its first exclusive concept store in Singapore, HTC aims to render a personalised consultation and service experience, while matching the company’s philosophy of designing a range of innovative products.”
 
The Sony Ericsson concept store located at Parkway Parade is aimed at providing consumers with an interactive in-store experience.
 
With hologram window displays that provide 3D demos, Sony Ericsson Blox modular fixtures that create display walls and Experience zones that allow customers a hands-on experience with Sony Ericsson phones and easy access to product information.

Both HTC and Sony have been making a steady push in the retail space, further encouraged by Asia's burgeoning economy, and to connect their consumers by offering a brand experience.

Selecting posh locations in shopping malls with a steady stream of foot traffic, these concept stores reflect the company's vision of showcasing its products and services in retail space. 

Such a form of targeted marketing is in stark contrast to the traditional models of distributor and commissions-based marketing and aimed at strengthening brand retention in a competitive mobile market, establishing customer profiles, and determining the best marketing practices to find new customers.