With an aim to be `within an arm's reach’, Nikon India has revamped its retail operations to strengthen its network. The Indian market has been especially significant for Nikon and therefore the company has adopted the shop-in-shop retail concept to reach out to its consumers. Today, Nikon launched its first COOLPIX consumer camera zone at Memories, Sarojini Nagar, 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  which will improve the quality of the store and greatly enhance retailer-customer interface.” said Mr. 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 & Gujarat. Being vital and primary to Nikon’s consumer outreach strategy, the company will invest over 60% of its marketing spend on this shop-in-shop concept.

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, all under one roof. For this Nikon has trained in shop promoters at Nikon’s Head Office which is based in Gurgaon, before being deployed in the market. 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.

Most importantly, this zone empowers consumers to obtain first hand information on entire range of products and make an informed choice. Nikon exclusive COOLPIX zone is an attempt to provide customers with an interactive and informative shopping experience. The company is looking forward to a positive response to this retail enhancement from the consumers

In the early part of 2009, Nikon had established its exclusive D-SLR Zones in Delhi and Mumbai for professional and armature photographers.

Courtesy: Nikon India

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Posted by Naresh Koshti on 16 June, 2009 1:54:33 PM IST #