Nikon India launches Coolpix, revamps retail strategy
11 Jun 2009
Nikon today, launched its first Coolpixconsumer camera zone at its Memories shop-in-shop retail concept, at Sarojini Nagar, in New Delhi.
Nikon, which considers the Indian market as "especially significant" adopted the shop-in-shop retail concept in a revamp of its retail operations .
"Distribution is not just about a physical network, presentation of products is also very crucial. We decided to develop Nikon's exclusive Coolpix Zones in retails stores which will improve the quality of the store and greatly enhance retailer-customer interface." said Hidehiko Tanaka, managing director, Nikon India,
"We plan to start up more than 100 such exclusive zones in key markets like Delhi, Kerala, Tamil Nadu, Andhra Pradesh, West Bengal, UP, Maharashtra, Assam and Gujarat. Being vital and primary to Nikon's consumer outreach strategy, the company will invest over 60 per cent of its marketing spend on this shop-in-shop concept."
The Coolpix Zone will allow consumers to touch, feel and experience the entire range of Nikon's compact cameras along with expert guidance and technical know how, all under one roof.
In order to attend to the Coolpix Zone, Nikon trained in-shop promoters at It head office in Gurgaon, before deploying them market. These promoters have been imparted an in-depth training on each technicality of a product.
The company plans to hire and train 200 in-shop promoters by the end of the current financial year.
