Background: Sony Style is Sony's direct sales brand. Research had shown that consumers had little attachment to the Sony Style brand. They did, however, feel a deep attachment towards the Sony master brand.

Both the Sony and Sony Style brands had websites for their Australian operations.

Our challenge: To boost Sony Australia's online direct sales.

Our idea: Rather than redesign the existing Sony Style Australia website, we used Sony's brand equity to the fullest. We incorporated Sony Style e-commerce functionality into the master brand website.

Now, visitors to sony.com.au can experience the brand, visit campaign microsites, AND purchase products – all on one website.

The result: Sony's direct sales have more than doubled.

Step 1: Introduction
Step 2: Branded Experiences
Step 3: Purchase
Step 4: Loyalty

Step 1: Introduction

Sony Australia website view »

Sony is a complex company. It's got over 3,000 products in 25 categories. And that’s just Sony’s consumer electronics operation.
In stark contrast to this, the Sony brand is synonymous with style and simplicity.
The sony.com.au homepage takes the complexity of the world of Sony, and makes it simple for users to delve into and explore.

Step 2: Branded Experiences

Sony isn’t just a brand. It’s a brand family.
Each sub-brand shares the same family traits, but has its own particular personality.
These sections allow users to an experience of the individual sub-brands. Yet they have a unified feel that is unmistakably Sony.
Through interactivity and multimedia, these sections not only connect to users on an emotive level. They also educate users about brand benefits and product features along the way.

Step 3: Purchase

Sony Style online store view »

Too many e-commerce sites sacrifice sales conversions by making it too confusing, bombarding users with attempts at additional cross-sales.
Our philosophy here – to make the deal as simple as possible, close the sale, and THEN offer users additional opportunities to purchase.
The intention here is to remove any possible barriers to purchase, and to close the deal as quickly and smoothly as possible.
After the sale is complete, we invite users to register for the My Sony loyalty program, and provide a platform for cross-sales.
The result – Sony Australia's online direct sales have more than doubled, and are currently running at 150% of an optimistic "spiritual" target.

Step 4: Loyalty

Sony's continuing email marketing with its customers are based on a smart business logic.
Firstly, we measure the value each member adds to the Sony brand. Secondly, we use measures to increase the value
Members are divided into three groups, who receive the following email communications: