Sony Opens Pop-Up to Reach Mexican-Americans
Sony Electronics is opening a pop-up store today as part of a major Hispanic marketing initiative. At the store, consumers can purchase electronics and ship them directly to friends or relatives in Mexico.
The store, named Sony Para Tu País (Sony For Your Country), is located in Montebello Town Center, Montebello, CA. Bilingual sales reps will educate consumers about the products and guide them through the purchase process.
Consumers can place orders on one of the store’s 10 phone banks that connect via a toll-free number to Mexico. A supporting Web site, Sony.com/ParaTuPais, is available to consumers nationwide to make purchases for delivery in Mexico.
The budget for the program is “in the six-digit range,” said Pedro LaFarga, a director for Sony.
“Sony believes the Latin market transcends borders,” LaFarga, said. “We wanted to enable [Hispanic consumers] to share gifts with their loved ones and what better way than for a Mexican-American to send their loved ones a Sony product during the holidays.”
The store allows San Diego, CA-based Sony to give consumers the opportunity to see and gain understanding of the products before they are shipped, something that can be difficult to do over the Internet, LaFarga said.
If the store is successful, the company will look into opening others like it across the country for delivery to additional Latin American countries, LaFarga said.
Local newspaper and TV ads, as well as national radio and TV-spots on Univision, support the store. It closes Jan. 7.
Escondido, CA-based Alternative & Innovative Marketing LLC, is managing the details for the pop-up store as well as advertising.
