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shop@Panasonic
The Project
Specialist retailing is here to stay. Forget the multi-brand, multi-floor, multi-everything stores of the past: if you want a certain brand, the chances are it’s got its own shop: it’s gone ‘solus’. In keeping with that trend and determined to be at its cutting edge, Panasonic UK have entered a new phase of their development as one of the worlds’ best-known electronic goods brand names. The company has developed ‘shop@Panasonic’ a Pan-European chain of stores developed and supported by the company, selling Panasonic only merchandise.
The solus project actually began over 20 years ago when Panasonic opened their well-known Panasonic/Technics centres. The project was re-launched in September 2000 and re-named shop @Panasonic. Twenty-seven stores are now open with another twelve to fourteen sites earmarked for development. The company plan to more than double this figure as quickly as possible. Indeed, with Panasonic’s width (their range includes numerous ‘white goods’ Sony’s doesn’t), their competitors may soon be looking to their laurels.
Why Do It?
As far as their competitors are concerned, the initiative makes a clear statement: Panasonic understood that they had to change with the times and adapt to market forces. They wanted to design a system of supply and marketing that was built upon a seemingly obvious concept: that a well supplied and efficient shop run by staff that feel they are effectively supported by one, high-profile company, is likely to be a successful venture. Easier said than done, right?
The truth is that Panasonic wanted to get on an even keel with Sony on the high street because they know they have a product that can easily compete. They’re also very well known, so creating a chain of Panasonic only shops was a venture built upon a solid base. High streets and consumer perceptions (and needs) change. To change with them makes sense. To lead the pace of change gives a brand name edge. Panasonic want that edge - and they want to keep it. Copyright2001 Nick Green. All rights reserved
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