The Indian smartphone race is at an thrilling juncture proper now. The primary wave noticed manufacturers resort to online-only gross sales mannequin and minimal advertising and marketing bills to supply units at rock-bottom costs, redefining value-for-money smartphones. This method has reached some extent of saturation, and for spherical 2, manufacturers at the moment are trying to get inventive with their advertising and marketing and concentrate on higher offline presence.
OnePlus might be the perfect instance of this motion because it moved from an online-only mannequin to a extra spread-out method with tons of of offline companions. To get a greater understanding of how this works, OnePlus invited me to take a look at their new Expertise Retailer in Pune.
This new Expertise Centre is situated in a elaborate space of Pune and has a few different service centres of various manufacturers round it. However OnePlus’ centre was probably the most outstanding one occupying a whole block and has a number of flooring. There’s no pointless textual content or names or hoardings outdoors, only a neat OnePlus brand going through the street. That, certain, places OnePlus’ minimalist design choice on entrance.
Divided into two flooring, the bottom degree primarily takes care of gross sales and the “expertise” half. Upon entry, the primary suppose you’ll discover is the show of in all of the accessible colors, due to course, they’re the celebrities of the present.
Of the 2 flooring, the bottom degree primarily takes care of gross sales and the “expertise” half. Upon entry, the very first thing you’ll discover the show of the newest flagship telephones in all of the accessible colors due to course, they’re the celebrities of the present.
These show tables are filled with official OnePlus equipment and swag similar to the favored backpacks and t-shirts. OnePlus is making an attempt to make this retailer an entire expertise for everybody, no matter their pursuits. On the opposite facet is the extra relaxed nook the place patrons can unwind with some books, Quick Cost their telephones or try all of the restricted version OnePlus flagships from the yesteryears.
The OnePlus Espresso expertise additionally makes the reduce the place all of the friends can have freshly brewed espresso throughout their go to. In case you puzzled, sure, it’s complimentary.
The second flooring is extra centered on after-sales service, which was an Achilles heel for OnePlus when it simply got here to India. However at this centre, points with any OnePlus cellphone is claimed to be fastened in lower than an hour proper in entrance of your eyes. So as to add to the shopper’s peace of thoughts, they will see the cellphone getting torn open, fastened, and put collectively in real-time, offering some much-needed assurance. If that doesn’t curiosity you, they actually have a PlayStation four with many recreation titles so you possibly can spend your 1 hour fortunately.
This whole course of has been defined proper on the ready space to not overwhelm somebody who’s coming for the primary time. In brief, you begin by amassing your token, filling up the job-sheet, and explaining the issue. After which, you may be known as by the Buyer Care Officer to grasp and doubtlessly diagnose the problem. If not, then the system is handed on to the engineer. The engineers restore and hand again the cellphone in lower than an hour, and the purchasers are requested in the event that they’re happy with the restore. The shopper then completes the transaction and settles the account if the cellphone was out of guarantee.
What’s subsequent for OnePlus in India?
I had my doubts concerning the utility of such a big retailer in a non-tier one metropolis the place the footfall and gross sales is probably not sufficient to make the centre worthwhile. However additional conversations jogged my memory that these shops aren’t only for gross sales and repair, however a vital advertising and marketing transfer. It not simply lets the customers expertise OnePlus services, but additionally provides them the affirmation that this model is right here to remain, and if wanted, they’ve somebody to achieve out bodily. For price-sensitive markets similar to India, the transaction and the connection begins on the sale, not ends. If their new cellphone doesn’t final a very good 2-Three years, it’s unlikely a buyer will come again to OnePlus and even suggest it.
OnePlus is the market chief within the premium and the ultra-premium segments of India, and these strikes go a great distance in strengthening their place within the minds of people that want to make the change to OnePlus.