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CHAPTER 14: SONY METREON
SUMMARY
The Metreon is an innovative approach to building customer relationships. Sony built the
Metreon to create an experience for its customers by enabling interaction with its products in
unique and deeper ways. Sony believes there is a trend to interact with and touch the customer on
a deeper level. All of its products — newest movie releases, a Playstation bar, an imaginative
playhouse, and much more — are all under one roof. By doing this, the company has created an
arcade and technology place all together. The company wants to make a lasting impression on its
customers and through this impression build relationships.
Additionally, the Metreon gives Sony an opportunity to see how people use their products and
how the products work together. For example, there are mini-living rooms where people can
watch TV on the newest screens. Sony can observe the habits and behavior of people watching
TV. Partnerships with Bundi, the Discovery Channel, and Jelly Belly have added to the
interactivity of the Metreon. There are weekly events, virtual games, and a real-life “Where the
Wild Things Are.” Learning and playing is a new model of experience. Sony believes people are
looking for connections and an extension of who they are in their product purchases. The
Metreon was created to meet this need.
DISCUSSION QUESTIONS:
1. Describe how the Sony Metreon experience attempts to stimulate a relationship
between seller and buyer as depicted in Panel C of Figure 14.1 on p. 407.
2. Cite different examples in the video in which a deeper, more meaningful
experience is provided by Sony to the buyer in order to stimulate an interdependent
relationship.
3. The chapter talks about community building in which marketers try to create in their
customers a sense of affinity for their companies and brands. Explain how the Sony Metreon
can add to the community building efforts for Sony.
1. Have students use a search engine to research Sony’s efforts to build a brand community.
2. Research other similar facilities that might compare to the Sony Metreon. How do they share
common attributes and goals that are relevant for customer relationship management?
