In an attempt to strengthen its retail operation in India, Japanese camera major Nikon has adopted the shop-in-shop retail concept to reach out to its consumers. As part of the plan, the company has opened its first consumer camera zone called ‘Coolpix’ at Memories, Sarojini Nagar in New Delhi, according to a company press release.
Speaking on the development, Hidehiko Tanaka, MD, Nikon India, said, “Distribution is not just about a physical network, presentation of products is also very crucial. We decided to develop Nikon’s exclusive Coolpix zones in retail stores which will improve the quality of the store and greatly enhance retailer-customer interface.”
“We plan to set up more than 100 such exclusive zones in key markets like Delhi, Kerala, Tamil Nadu, Andhra Pradesh, West Bengal, Uttar Pradesh, Maharashtra, Assam and Gujarat. The company will invest over 60 per cent of its marketing spend on this shop-in-shop concept,” added Tanaka.
— IndiaRetailing Bureau