Sony to Implement New Specialty Account Initiatives

Sony is planning to "fundamentally change the way" they go to market with specialty and retail accounts, according to a letter from company president and COO Stan Glasgow.

The letter, sent to Sony retail partners, says that the company has been listening to customer feedback and will take new initiatives to better handle product delivery and supply-chain issues.

Among the takeaways from the letter (posted below):

• Sony is undertaking new initiatives to "have a sustainable, positive impact" on business and improve customer service
• Sales and marketing organizations have been restructured, creating a cross-category platform handling sales, marketing, communications, retail execution and service
• In July, the company will begin a new fulfillment strategy that they hope "will ultimately improve efficiency and customer satisfaction"

The letter also announces a number of personnel changes, including the retirement of Jay Vandenbree, president, consumer sales company.

Here is the entire text of the letter:

Dear Sony retail partner,

To stay competitive, a company must listen, learn and evolve to meet the demands of the marketplace. Every voice, whether it is the consumer or retail partner, is critical to success in today’s CE industry.

We’ve been listening to your feedback; particularly where it relates to our supply chain and your voice is clear – Sony is not meeting expectations in fulfillment with regional and specialty accounts. Too often, we have struggled to deliver you product in a timely manner and in the right quantities. We agree this is not acceptable and recognize dramatic changes need to take place within our own organization to get this issue addressed correctly so we can move forward with a world-class supply-chain operation.

We have made the decision to fundamentally change the way we go to market. The company will be implementing several, new initiatives that will have a sustainable, positive impact on our business. Our ultimate goal is to improve our level of service to both consumers and customers.

Our sales and marketing organizations have been restructured to better align those functions and will be led by Mike Fasulo, Sony Electronics’ executive vice president and chief marketing officer.
Under Mike’s leadership, we will create a cross-category platform with expertise in sales, marketing, communications, retail execution and service to deliver a best-in-class customer experience.

To ensure Sony’s retail partners continue to enjoy a high level of service and support, Mike has appointed two key executives to manage the sales platform.

Ken Stevens, senior vice president, will be responsible for Sony’s national accounts. He will guide the company in streamlining consumer sales operations to achieve greater efficiencies so these customers can experience an even higher level of service.

Paul Spitale, senior vice president, will be responsible for Sony’s regional and specialty accounts, with the goal of improving operational efficiency while maintaining strong relationships with these vital business partners.

Starting in July, the company will begin a multi-phased implementation of a new fulfillment strategy. Paul will lead the company in executing the strategy, which is designed to move products and information to regional and specialty accounts with increased accuracy and velocity. We believe this fulfillment model will ultimately improve efficiency and customer satisfaction. We are still working on the details of what retailer interaction will look like under this new model, and will keep you apprised of each phase of the implementation.

As we begin a new phase, I would be remiss not to mention Jay Vandenbree, president, consumer sales company, who has elected to take part in Sony’s early retirement window. His legacy and passion for people and the customers we serve are the foundations that will keep us solid and true to our mission and values as we evolve.

Bear in mind that our new direction does not only encompass personnel or management changes. We’re striving for holistic change throughout the organization where we look at every aspect of our business – people, structure, systems, reward and strategy. I fully expect us to emerge from this process a stronger, leaner, more competitive company.

If you have immediate questions, I ask that you please contact your regional general manager or vice president. We will also utilize Dealer Source, SEL’s weekly e-newsletter for its retail partners, for further informational updates on this new direction and strategy.

Sincerely,
Stan Glasgow