How Sonos Determined That Wunderkind Could Hit the Right Notes

Converting A High-Consideration Purchase
Sonos is a premium sound system that enables customers to customize their set-up, control with their voice or app and stream music from any of their favorite services; as such, it requires significant education throughout the customer journey. Sonos recognizes that their product is a higher consideration purchase and that most prospective customers won’t convert on the spot. On the website and in their marketing communications, Sonos tends to lead with the product value propositions (the quality of our technology) and follow up by promoting the extensive channel services they offer. Both components of the Sonos experience are key for selling the consumer on “why Sonos” and purchasing direct.