It's looking to redefine how people buy mobiles. While the conventional approach has been to offer a wide array and goad the consumer into buying a phone, irrespective of their usage patterns and requirement, Nokia's new Concept Store will try and adopt a more subtle sales pitch.
The first such store, set up over 2,000 sq. ft. in Bangalore, will give prospective mobile phone buyers the chance to "touch and feel" Nokia's range of phones, accessories and add-ons like ringtones. "The problem is that most stores sell phones based on rudimentary budgets of customers. No one looks at other parameters such as specific user requirements. "While someone could manage with an entry-level handset, a businessman might want a full-fledged digital assistant, which acts as a virtual office," says Sanjay Behl, Head (Marketing), Nokia India.
Nokia will retail its entire range of mobility products and will provide customers an opportunity to 'experience the product' before making a purchase decision. So this retail point will feature a full range of Nokia products, including handsets, mobile enhancements, ring tones, graphics, games, software and Nokia merchandise. Trained representatives (complete with full-sleeved blue shirts and ties) able to answer virtually any question pertaining to Nokia products will staff the store.
Source: BT
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