Nokia to revamp flagship store

The central London outlet shut earlier this year. Nokia UK managing director Simon Ainslie said last week the new store opening will be attended by a series of smaller regional outlets. Nokia has 18 stores in the UK at present.

Ainslie said: ‘The point of our flagship stores is to treat customers as guests and to give them a complete multimedia experience.

‘These are all branding exercises rather than sales exercises; so customers understand the design and functionality of Nokia products. The concept stores will perform the same function on a smaller scale, in regional areas.’

Ainslie said the Nokia outlets were not sales environments and devices would carry higher price tags than in traditional retailers.

‘Staff will be target driven on a customer experience; there will be no sales targets whatsoever. As soon as you start connecting salaries to sales you drive a behaviour thats different and that¹s not what we¹re after,’ explained Ainslie.