In-store entertainment

The aim is to move beyond a product-driven strategy, where technical details are at the forefront of marketing material, towards an experience-driven one that highlights Sonos’ seamless wireless technology and high-quality sound delivery.

Each of the partnerships emphasises different aspects of Sonos that the brand wishes to promote. In design retailer West Elm stores, for example, it not only installed sound systems but introduced trained staff to speak to customers about the role that sound and acoustics play in people’s personal spaces.

‘We want to get in front of people when they’re in the mindset of thinking about how they can transform their homes,’ Joy Howard, chief marketing officer at Sonos, told Fast Company.