In an attempt to strengthen its network, Nikon India has revamped its retail operations. Considering the importance of Indian market, Nikon has adopted the shop-in-shop retail concept to reach out to its consumers. As part of this decision, the company has launched its first COOLPIX consumer camera zone at Memories, New Delhi.
“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 to improve the store quality and greatly enhance retailer-customer interface. 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 & Gujarat. Being vital and primary to Nikon’s consumer outreach strategy, the company will invest over 60 percent of its marketing spend on this shop-in-shop concept,” said Hidehiko Tanaka, Managing Director, Nikon India.
At the exclusive COOLPIX Zone, consumers will get to touch, feel and experience the entire range of Nikon’s compact cameras along with expert guidance and technical know how.
For this, Nikon has trained in shop promoters at Nikon’s head office. These promoters have been imparted an in-depth training on each technicality of a product.
In addition to this, the company has also put in place special technical team at its branch offices in Mumbai & Kolkata. The company plans to hire and train 200 in shop promoters by the end of the current financial year.