Retail experience: nokia vs. apple
April 9, 2008
John Dodds over at Make Marketing History has a nice post about the differences between Nokia and Apple in their retail experience.
He compares two stores in Oxford St, London and concludes;
The Nokia store is a gallery.
The Apple store is alive.
The Nokia store staff are tech sellers.
The Apple store staff are tech users.
The Nokia store is a place where you browse.
The Apple store is a place where you use.
The Nokia store is about surface.
The Apple store is about corporate DNA
In essence, it’s clear that Apple has a brand and Nokia doesn’t. This was fine for Nokia when they had the mobile world to themselves, but it looks like they need some serious brand work to prevent Apple from taking some major share in this space.
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