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”.

/r/a/u/Pitch.jpg

Nokia250

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.”

engageawardsweb

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

If you are an agency with a great track record in delivering effective campaigns this year then make sure you enter the Marketing Week Engage Awards 2012 Agency of the Year category – just click here.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now