rwords,thenew\rchannelismoreofapromotionaltoolthanadistributiontool.\rFromtheperspectiveofSony,sretailers,itishardlysurprisingthattheyhave\racauseforconcern:theirownsuppliermaytakesalesawayfromthemandmaycreate\rpricewarwhichhurtsprofitmargin.Toallaysuchfears,Sonyhasstatedthatthe\rgoaloftheGalleryisnottomakemoneybutrathertomakeconsumerscomfortable\rwithSony,sproducts,makingthemwanttobuySony,sproductsregardlessofthe\rretailoutlets.Ifthisgoalisaccomplished,itwillbenefit\rbothSonyanditsretailers.ToassureretailersthatSonyisnotacompetitor,\rSony,sGallerysellsproductsatfullretailpriceandevensteersshopperstoward\rlocalSonydealerswhousuallyhavelowerprices.Thisstrategy,ifexecuted\rproperly,shouldallowSonytobolsteritspositiveimage,keepitspremiumprice,\rminimizedealerconflict,andmaintaindealerloyalty.
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