Nokia to launch Experience Center concept coast-to-coast with major expansion plan throughout 2005
LAS VEGAS - Amid the noise and lights of the 2005 International Consumer Electronics Show, Nokia (NYSE: NOK) opened its fifth Experience Center, and announced plans to expand the concept across the US and into Canada. The new location at the Fashion Show Mall on the famous Las Vegas Strip is an ideal representation of the Experience Center strategy to open outlets at destination malls, where the shopping experience is as important as the shopping itself. By the fall of 2005, Nokia plans to have over 25 Experience Centers open in more than a dozen North American markets.
Unlike a traditional wireless store that carries a limited selection of phones, the Nokia Experience Center features the full line of Nokia products. Each product is professionally displayed, and fully operational to allow consumers to understand the newest wireless features, such as integrated cameras, Bluetooth technology, e-mail support and wireless gaming. Highly trained product representatives who can answer virtually any question pertaining to wireless technology staff each location. Additionally, locations will offer scheduled on-site wireless education sessions designed for wireless novices and experienced users alike. Most importantly, since there are no retail sales on site, the customer has a no-pressure experience while in the Experience Center. Instead, store personnel can direct consumers to nearby retailers where specific products can be purchased.
Including the new Las Vegas location, Nokia has opened five experience centers across the country. These locations are in the metropolitan areas of Dallas, Chicago, New York and Miami. Over the course of 2005, Nokia plans to expand this number to over 25 locations in over a dozen markets in the United States and Canada. Each of these Nokia Experience Centers, measuring about 200 square feet on average, is designed to reflect the design ethic of the Nokia brand. Generous use of frosted glass, curved surfaces and hardwood floors and fixtures create a welcoming retail environment that draws customers inside, and encourages them to casually browse while learning, experimenting and understanding the full array of Nokia handsets and enhancements.
"A traditional wireless outlet can be overwhelming for many consumers. Between choosing rate plans, signing contracts and navigating a myriad of rebate programs, finding the wireless device that fits the customer's needs is often overlooked. The mission of the Nokia Experience Center is to educate the consumer before he or she begins the buying process," said Winston Wright, branded retail planning manager for Nokia. "A consumer who has hands-on experience with a variety of devices and a no-pressure dialogue with a knowledgable wireless representative before making a purchase is likely to have a far more positive experience, and be more satisfied over the long term with both Nokia and the wireless service provider."
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