Spreading the Nokia Experience

Nokia Corp. (Espoo, Finland) opened its fifth Experience Center in Las Vegas, and announced plans to expand the concept across the U.S. and into Canada.

By fall 2005, the wireless and mobile phone provider said it plans to have over 25 Experience Centers open in more than a dozen North American markets.

Nokia’s Experience Center strategy is to open outlets at destination malls, where the shopping experience is as important as the shopping itself. The company says that, 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, allowing consumers to understand the newest features, such as integrated cameras, Bluetooth technology, e-mail support and wireless gaming. Trained representatives answer question pertaining to wireless technology.

Additionally, locations will offer scheduled on-site wireless education sessions. But there are no retail sales on site. Instead, store personnel 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, the others being in Dallas, Chicago, New York and Miami. Each measures about 200 square feet on average and is created to reflect the design ethic of the Nokia brand — frosted glass, curved surfaces and hardwood floors and fixtures.

“A traditional wireless outlet can be overwhelming for many consumers,” said Winston Wright, Nokia’s branded retail planning manager. “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. A consumer who has hands-on experience with a variety of devices and a no-pressure dialogue with a knowledgeable wireless representative before making a purchase is likely to have a far more positive experience.”