Axiom Telecom’s Brandscaping Sets Standard for Middle East Retailers
14, Oct 2009.
Axiom Telecom, the region’s leading mobile phone retailer, is pioneering the Middle East’s retail scene and being recognized by leading partners for the creative environment or ‘brandscape’ created in-store to support partner brand strategy, maximise promotions, and enabling customers to experience ‘live’ demonstration of mobiles. “Retail trends move at a lightning quick pace, and since we established Axiom Telecom over a decade ago, we have witnessed dramatic development of the retail space, and the way in which our partners use the environment strategically,” said Faisal Al Bannai, CEO, Axiom Telecom. Nokia, a key Axiom Telecom partner, has worked in conjunction with the retailer to produce a uniquely branded area which includes brandscaping, a solutions bay, and dedicated retail space to further engage with consumers. “Nokia has expanded from a pure play device company to a device company that provides solutions, which come through the integration of devices with services. By creating an interactive environment at retail, we are giving consumers the opportunity to experiment with these solutions through the live demo stations, get familiarized with them, and ultimately be able to make the right purchasing decision to meet their needs," said Wassim Merheby, Head of Retail, Lower Gulf, Nokia Middle East and Africa. The brandscape enables in-store billboard capability to showcase a brands latest model and capabilities across the top Malls in UAE and KSA. There are also specialized ‘solution zones’ with well trained and knowledgeable staff to demonstrate the latest solutions to consumers. The solutions include software and applications such as GPS, email, and music. “We have now developed a unique formula which enables our partners to best showcase their brands through smart retailing, ensuring value for our suppliers, while enabling them to demonstrate leadership in the mobile communications field,” continued Al Bannai. In addition, Axiom Telecom’s partners benefit from experiential zones in the center of the store, which encourage customers to interact with ‘live’ phones. Experienced in-store product experts, who are knowledgeable on the partners’ product range, provide ‘live’ demonstrations. In 1999, Axiom Telecom became the official distributors for most of the prominent mobile consumer brands in the UAE, including Nokia, and at the start of 2007, Axiom Telecom enhanced the program for its Nokia mobile phone customers with a free pick-up and delivery service. Axiom Telecom, with a market share of over 60% in the mobile retail industry within the region, is the largest and leading authorized distributor and retailer for international brands. Axiom Telecom specializes in wireless communication products and has more than 500 retail outlets in prime locations across the region. Axiom Telecom’s vision is to keep its customers up-to-date with the newest developments in communication – staying at the cutting-edge of the wireless revolution, whether it’s mobiles, Pocket PC’s or Bluetooth technology. Axiom Telecom continuously seeks ways to enhance its offering and grow its loyal customer base to ensure that all of their mobile needs are satisfied.