Nokia focuses brand strategy on retail stores

Nokia is positioning its retail stores as the lead communications channel in its branding strategy as it looks to make the shopping experience more “theatrical”.

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The decision is part of the brand’s revitalised “Amazing Everyday” strategy, which launched in October, and will place a greater emphasis on experiential marketing as Nokia looks to drive in-store product engagement.

New store layouts are being developed to encourage visitors to interact with Nokia’s new phone line up, including the recently launched Lumia range, and focus less on transactions.

Paul Brennan creative director at design agency Fitch – which is developing the new store layouts – says that consumer experience is a key focus for Nokia, because it wants to be less dependant on above-the-line advertising.

It will also use experiential marketing initiatives, similar to Nokia’s branded installation at Westfield Shopping Centre, to drive consumers into its stores worldwide.

Nokia hopes that once consumers have played with its devices, the next time they buy a mobile phone, their previous experience with the brand resonates and influences the purchase decision.

“Nokia has realised that retail is a very important place in the advertising mix and want their consumers to experience more when in-store”, says Brennan. “No amount of marketing torque will convince someone to make a purchase. You need to pick the phone up and play with it.”

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To see Nokia ads from campaigns that preceded its “Amazing Everyday” marketing strategy, click through to Pitch here.

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