Nokia transforms its approach to in-store marketing

Jo Bowman

This event report discusses how Nokia reinvigorated the cluttered in-store environment. Eye-tracking studies and monitoring traffic in its bricks-and-mortar branches showed most marketing materials at the point of purchase went entirely unnoticed by consumers, who were deluged with conflicting marketing messages.

Nokia transforms its approach to in-store marketing

Jo Bowman

Consumers typically spend a single second looking at point-of-sale marketing materials – and that is on the rare occasions when they actually notice this information exists at all. In response, brands must consider the "one-second rule" when seeking to reach their target audience in retail stores.

That was one of the key insights shared by Lynn Osbourne, head of shopper marketing development at Nokia, when she spoke about the company's new in-store communications strategy during The International Shopper Insights in Action Event, held in Prague in November 2013.

"Consumers talk...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands