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 brand
Cliff 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.
And flagship –> Consumers need to truly understand what the devices can do — but they also want an experience to match their aspirations. They want to be wowed in the store, they want to feel good.
Great product, service, presentation, experience == loyalty, which has to be earned.
Nokia needs to ‘delight at retail’, ‘give people the best possible experience.’
The results so far:
– 5 stores today, Mexico coming soon, London site in Regent Street signed and identified
‘Who the hell identified the dummy phone’ — fine when it was just a phone, but when it’s the kind of devices available nowadays, we must put live handsets into the store.
Nokia experience a 40% increase in sales across stores where their live products are demonstrated. Shocking.
He doesn’t like the idea of connecting the phones to flipping great padlocks. They’re working on a way to try and meet the security requirements (to prevent folk stealing the handsets) so that you can get a good experience handling and playing with the live handsets in store.
Nokia store team members are trained for 6 weeks — all the way through the Nokia brand and product back catalog.
‘Customer satisfaction filled with moments of delight’ is a target.
Best sellers in the Flagship stores — the top of the range ones. The N-Series in particular.
Nokia’s flagship stores sell 165% of the market average — willing to pay top price.
Fascinating.
sounds fab! but now it’s time to live the dream! i.e. I’ll believe it when I see it. but sounds encouraging.
steve
[…] Although there were no handsets that really caught my eye at all. Nice shops. Stupid, though. Every handset is a plastic knock-off. Whenever I see these plastic shitty handsets now, I am reminded of the presentation that Cliff Crosbie, top marketing chap at Nokia, gave at Nokia World recently. He was nigh on foaming at the mouth with annoyance at the way mobile phones are sold with customers only allowed to fumble cheapo plastic models to help with their buying decisions. […]
Hi,
Does anyone have an office number for Cliff.
Please can you let me know$
Howie.
Hi,
Does anyone have an office number for Cliff.
Please can you let me know$
Howie.