Nokia to showcase phones in experience centres

By Ben Carter, Marketing 15-Nov-05, 08:30

LONDON - Nokia has appointed its first global retail marketing chief to spearhead a multimillion-pound roll-out of 'experience centres' worldwide.

The Finnish handset manufacturer has hired Hamid Raja, the UK retail director for Nike, as director of retail distribution and marketing.

Raja, who will initially be based within Nokia's multimedia division in Helsinki, will oversee Nokia's strategy of establishing branded experience centres. He will also be responsible for boosting Nokia's core retail presence.

The company has just opened its first such centre in Moscow, which it is using as a test for the concept. It is planning to open centres in other major cities, including London, early next year.

Nokia will use the centres to showcase products and services, which it views as vital to selling next-generation handsets.

Raja's appointment follows Nokia's hiring of former Masterfoods marketer Jenny Williams as global head of advertising.

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