Nokia Concept Store - Selling a ‘World Class’ experience

Nokia, a pioneer in the growth of cellular technology in India for over a decade now, has become one of the global leaders in manufacturing of mobile devices by market share and in the converging Internet and communications industries.

Nokia started its India operations in the year 1995 and has expanded its official presence to New Delhi, Mumbai, Kolkata, Jaipur, Lucknow, Chennai, Bangalore, Hyderabad, Pune and Ahmedabad. The Indian operations particularly focus on the handset business apart from R&D facilities located in Bangalore, Hyderabad and Mumbai, a manufacturing plant in Chennai and a Design Studio in Bangalore. India has become Nokia’s second largest market in terms of global operations.

Along with a wide range of mobile devices, Nokia also offers internet enabled services for people to experience music, maps, media, messaging, games, and comprehensive digital map information through NAVTEQ and communication services through Nokia- Siemens Networks.

According to V Ramnath, director Branded Retail, Nokia India, “As of now, Nokia has a network of more than 1,90,000 outlets across the country with a presence in almost every town and also the villages that fall into the circle of the nationwide mobile network in the country.” Nokia has a retail point at every five kilometres for every 20 sq km, informs Ramnath.

The Concept
"Nokia’s retail intent is to provide a consistent, world class experience to consumers and in doing so, reinforcing their trust in the Nokia brand,” commented Ramnath. As the mobile ecosystem develops, the capability of mobile devices to perform various functions is rapidly going up and so is the availability of a plethora of services. "By combining best devices with smart solutions, our intent is to offer consumers irresistible solutions through concept stores," adds Ramnath.

There are a total of nine Nokia Concept Stores designed in the global formats across the country and the recent store in Colaba, Mumbai is the second NCS in the city itself.

Nokia opened its first Concept Store in Bangalore, which was also the country’s first such store in India, claims Nokia. According to the company, the aim was to provide customers a complete experiential mobile experience. The layout and design of the store follows the same pattern as Nokia Concept Stores around the world to guarantee an easy and informative shopping experience. With a simple-to-navigate setup, open doorways and low-glare lighting, the store provides a relaxed and satisfying customer experience. The idea is also to inspire and educate consumers on the benefits of Nokia’s latest products and technology through a hands-on experience.

According to Shankar Subramanian, director retail, Nokia India, "Nokia Concept Stores are designed to express Nokia brand heritage. The aim is to reach out to our consumers with end-to-end exposure on Nokia products and services all under one roof."

The offerings
Nokia Concept Stores also offer a complete portfolio of Nokia mobile devices, enhancements and services including email, music, imaging and gaming to its customers.

With its futuristic and high-tech ambience and a trained staff to assist customers, the stores provide the latest mobile applications and solutions across business domains.

"Our Concept stores are always equipped to deliver newer concepts, services and products, a completely redefined solutions experience in a truly compelling environment above all," says Subramanian.

The recent Mumbai store is also equipped with a gaming zone equipped with two giant LCD screens connected to Nokia multimedia devices where one can enjoy the latest n-gage titles from Nokia. “The high-tech display terminals and dedicated areas for Imaging, Music, Gaming etc make it easy for consumers to bring themselves up-to-date with the latest technologies and trends in the mobile industry," reveals Ramnath.

Future connection
According to Nokia, the future speaks a lot about the retail concept of the brand. “For the concept stores a special team of highly trained Nokia Solution Specialists will manifest Nokia’s solution selling philosophy at the retail floor,” informs Ramnath. These solution specialists will engage the consumer, understand her needs and create experiences through demos and stories, adds Ramnath.

The retail strategy for the concept store remains focused on ‘availability’ of the latest launched Nokia handset.

The retail differentiation in the philosophy of Nokia Concept Stores, comes through in Solution Selling where the device is not an end in itself but a way to a solution. "Nokia’s strategy is to be present critically at ‘concept’ selling at high-end retail points across major cities and key locations," remarks Subramanian.