After a year of germination, Nokia is rolling out a new channel program that beefs up its focus on retailers.
Retailers are the frontline troops, according to Alex Lambeek, general manager for Nokia mobile phones Australia.
He said the company needed to arm its more than 4000 Australian retail outlets (including small independent chains and large mass-market operations) with the necessary tools to deal with the changing telecommunications industry.
In the past, Nokia’s programs were disconnected and largely aimed at the traditional phone space, Australia’s national sales manager, Steve Lewis, said.
He said the goal was to “bring them all under one umbrella” in order to cater to the burgeoning consumer electronics market.
“Traditionally, Nokia has dealt with distribution and carrier partners instead of retail partners, but as the telco industry grows and matures in Australia, we need to help the retailers,” he said.
Dubbed Nokia&you, the program will reward and recognize retailers and individual salespeople for exceeding sales targets in peddling the Nokia gear.
The specific structure of the rewards program was slated for release in the second quarter, he said.
Retailers would get help peddling products catering to the traditional mobile phone space, advanced camera and imaging, games (N-gage) as well as mobile enhancements (including batteries, headsets and other accessories such as image viewer), Lewis said.
Nokia is also ramping up in the area of online support and with face-to-face contact. As such, the company has improved the website, Nokia Online, and employed additional field reps in a bid to offer better in-store support.
Retailers can also expect a growing emphasis on education, training, and point-of-sale activities under the latest plan.
This year, retailers should look for gains in the imaging devices and camera phone market, as well as in the mobile enhancements category, Lewis said.
“We are stretching the boundaries of devices,” he said.
The company needed to reorganise the program to reflect the telco metamorphosis.