Best Industry Training Provider
Training Provider: Sony
Training Videos:
Entry Statement
Best Training Award – Consumer Electronics Sony UK & NORDICS
Sony UK and NORDICS commitment to training and investing in their retail partners across 8 countries has remained a key pillar of our “go to market” strategy, with 2025 again being an incredible year for Sony collectively, seeing the launch of new BRAVIA TV’s, complementary BRAVIA Theatre Home Audio solutions, Digital Imaging in an addition to their new ULT Power Sound series, launching the now award-winning WH-1000XM6 headphones.
As you can imagine, the demand on Sony to continue to deliver comprehensive and easily digestible content on a wide product spectrum was – and is – paramount.
Key Highlights in 2025
• 105 in person or hybrid training sessions delivered
• Over 59 pcs of digital learning materials created and shared with our retail partners
• 3555 retail colleagues engaged with either in person or via hosted trainings
• 2 dedicated retail partner training portals (Sony Di Masterclass & Sony Experts Finland)
• 1835 views of short form training content hosted on Sony dedicated portals or Kando YouTube channel
• Training delivered across 8 countries
o UK
o Ireland
o Italy
o Norway
o Iceland
o Denmark
o Finland
o Sweden
• Dedicated local content (Finnish, English and Italian)
Training Team Profile
Now employing 21 people across 5 countries, dedicated to training our retail partners, Sony is also proud to work alongside expert partners such T21 Training, who have been instrumental in the development and rollout of a new “Sales Process” program for our UK based in store sales consultants.
Training Methods & Formats
During 2025 we have continued to evolve and evaluate the way be provide content to all our partners and in store colleagues, at Sony we strongly believe in making our world and products accessible to all, we have recognised that not everyone learns in the same way, to support different styles of learning we created handy A5 take way guides both in digital and printed formats providing clear information on all our key products across all categories, we have received great feedback from all our partners across the UK and NORDIC retail landscape for this approach.
Training Highlights
Whilst over 105 training events have been delivered, the three examples below give you a small flavour of our continued investment in our retail partners.
Ireland Specialist Roadshow
Aim
Support our specialist retail partners with in person hands on training
Result
• 10 sessions across 8 cites & towns over 5 days
• 71 colleagues trained
• Supported by UK based trainer and local field sales manager
Elkjop colleague Campus Norway 25
Aim
Train Elkjop retail colleagues from all 4 NORDIC countries
Result
• 4500 visitors across 4 days
• 450 “Tech” colleagues trained
• NPS score 4.84 (max 5)
• Supported by 1 UK trainer & 5 NORDIC retail training team members
“Live from Weybridge TV and Soundbar” event
• 1hr live hosted broadcast from Sony UK & NORDIC HQ
• Hosted and broadcast by 4 members of the UK training team
• Hosted on Sony’s dedicated YouTube channel
• 740 views in total both on the day and after (content is hosted on our YouTube channel)
• Content link shared post broadcast via our engagement with IER and ERT publications
Key Takeaways 2025
2025 has been another busy year engaging with all our retail partners and colleagues, with the inclusion of the NORDICS region into our training family we have expanded our reach to 8 countries adapting our approach to meet the requirements of different cultures and styles of learning, we have worked with our sister Sony team in Italy to support one of our multinational retail partners in providing training in store for their key locations (a first for this retailer). Overall, 2025 has been a fun, rewarding and busy 2025!
“What do our Partners think”
(Joyces Retail)
Thank you for the training. The lads were full of praise for the guys & are extremely enthusiastic about Sony. Let’s hope this leads to more sales.
One thing they did mention to me was that the trainer had a certain type of Sony remote that allows the guys to show off the Tv & its features seamlessly. Can you send me down a remote for each staff member.
Kind regards,
Cillian
Will O’Brien DID (Ireland) Head of Training:
The session was exceptionally well-organised and covered all aspects of the products in a clear and engaging manner.
The interactive format kept everyone engaged, with plenty of opportunities for questions and hands-on learning. To be honest the session exceeded my expectations and definitely left the DID team more confident in their ability to sell Sony products effectively. The ideal would be to receive this type of in-store training twice a year.
Hi Jason
I hope you are well
Just wanted to say that I have picked up with few Product Coaches from my Area regarding training they attended in Weybridge and all of them said it was really good, with much better organisation, info, TVs comparison then when they went to trainings from other brands. Really good feedback especially from Chris (PJ) and Joe (Brent Cross).
I thought you and your Team should know this.
Best regards
Maciej Twarog (feedback from John Lews staff)
2026 Here We Come!
Entry ID: 5651
