Nokia nails flagship

There is an opportunity rearing out of the current economic climate. An opportunity to rise above the growing panic on the high street and say “I will not fear the possibility of an impending recession. My customers will love me and frequent me and spend money in me because I will give them what they want. A brand experience so real, so innovative, that they will not be able to resist coming back for more”.

Brands give commodities personality, and by doing so elevate the commodity to something valuable and desirable. Retail environments aren’t just about selling products, they’re about building brand loyalty and establishing the brand in the hearts of their customers.

On the 7th Feb Nokia opened its new Nokia flagship store on Regent Street. This is not your average phone store. On entering the shop you are struck by the premium level of materials, lighting and technology. There are staff in beige cardigans (very geek chic) hovering at the ready and the place was bulging with visitors when we visited. I say visitors instead of customers because the row of tills was entirely devoid of anyone waiting to pay for anything. Whilst the staff reassured us people were buying things, I guess this isn’t really the point. The point is people were in there, playing, exploring, interacting with the phones on display and sitting with advisors to find out more. With this level of engagement in the brand, people will go away with an enduring memory of Nokia which may just stay with them when they choose their next upgrade. Long live the brand experience.