Breaking news: Nokia closing two Flagship stores in New York and Chicago, refocusing on carriers and partners
We heard the news this week that Nokia was going to close the UK Regent Street Flagship store because it just cost too much to keep running. We now hear that Nokia will be closing the Chicago and New York Flagship stores as well, in an effort to align their global marketing strategy. I haven’t ever had the chance to visit a store, but it still seems a bit sad that they are going away. Hopefully Nokia will reinvest the money they would spend on the stores into a coherent North American marketing strategy.
I don’t know how well the stores did and how much impact they had on people buying Nokia devices, but with only two cities covered I can’t imagine that they had that much of an impact on device sales. From what I heard of those who visited the stores, they would use the stores to test out devices and then go home and buy the device they wanted online through Amazon, Newegg, Dell or even the Nokia USA store. However, the stores did have an impact on increasing consumer awareness and now people will now have to come visit me and try out the devices before they buy them
The Flagship stores opened in 2006 in the U.S. and were created to educate consumers on the Nokia brand. In today’s Internet-focused world we here at Nokia Experts and at other online sites can continue to help with that brand awareness. Keep in mind that Nokia remains committed to providing potential customers with a retail experience through carriers and through other retail outlets as well.
I am sorry to hear of the closures, but in these economic times it makes sense and is really not that surprising. My only fear is that the impression of closing the stores leaves people feeling that Nokia is shutting out the US market. Granted, the announced the UK closure first so maybe I am just being overly sensitive.