I’m sat in Cliff’s presentation — focusing around the Nokia stores and the Nokia brand – fascinating.
He talked briefly about the new flagship stores in Russia, Chicago, New York — Rafe mentioned there’s a London one coming. Funnily enough the Nokia Lakeside Thurrock store wasn’t mentioned 😉
He talked about the experience, the brand experience, the brand equity. Clearly he knows his stuff — having moved mountains at Nike and Ikea prior to joining Nokia.
The Consumer Experience circle
– The Desire to Change
– Hunt for information
– Purchase experience point — the most crucial for Nokia. The person in the store has a huge influence on what actually happens. If that sales person has been told to sell more Motorolas then that’s a real problem for Nokia.
– Setting the handset up correctly — before they leave their store
– Daily experience — how it works, how it performs
– Services and features
– Discover new services and features
– Help experience — when you come back to the brand to learn/get assistance
– Communication with the brandCliff commented that retail can play a part in every single part of these points.
Retail is the true media — the most powerful you can deliver.
Source: SMS Text News
Check out the entire post for more information. Apple has amazing retail stores all over the world, nice to see Nokia is trying to do the same thing. We’re no there yet however as most consumers think you can only buy phones from carriers. That myth needs to be slaughtered ASAP.