OnePlus, has succeeded to make a mark in offline expansion despite being a digital-first brand. In collaboration with several retail partners, including Reliance, Croma Sangeetha, Bajaj Electronics, and Supreme, OnePlus has a retail plan that is based on partnership and experience-based stores. With this modus operandi, it has penetrated into several technical and offline communities to make its presence felt.
Read along to find out what Siddhant Narayan, Head of Marketing, OnePlus India, has to say about the journey and upcoming milestones.
OnePlus’ first experience store was launched in January 2017 with a goal of bringing their technology to all tiers of society. With a focus on giving the users a hands-on experience with their range of smartphones and accessories, OnePlus has been able to expand its retail footprint across India as a brand that undertook a novel retail concept to reach its consumers, Narayan shared.
“We started off small and opened up experience stores at relevant touchpoints. Having started with a digital-first approach, we are now trying to make sure that our offline presence is getting stronger each year,” he said.
Recently having launched their largest experience store globally, in Hyderabad, the OnePlus Nizam Palace was unveiled through an innovative digital launch. The four-floor tall store hosted the first community-led store launch and played a significant role in elevating the brand’s premium retail experience for the community.
“Nizam Palace is the world’s biggest OnePlus Experience Store. It is the best expression of the OnePus brand in every way possible - future-first and tech-first. It has interactive desks as well as a community lounge that takes a multi-category approach. It is a great platform to interact actively with our consumers,” Narayan shared.
The brand, which has 30 experience stores currently, is planning to launch 14 more stores in the next six months. Their offline business has had an active growth with an effort to penetrate into tier-II markets and even further. OnePlus hosts over 5,000 offline stores with 8,000 more to emerge in the coming year.
OnePlus, with its quest to cater to the needs of its ever-increasing consumer-base, has the objective to deliver burdenless technology that is readily available to experience in different regions. With new product lines, wider ranges, and price points in the pipeline, the vision is to emerge as a brand that is inclusive of all.
“OnePlus has positioned itself as a tech brand for the youth. Our marketing plan will continue to move in the same direction. We’re not just a phone-first brand. We are also into accessories and television, and thus, there are more engagement points and opportunities to create stories around the products. We are shifting gears towards a tech-ecosystem mindset, so there will be an extensive focus on that,” he said.
With its recent launch, OnePlus 8 Series 5G smartphones, in April, the brand accomplishes the feat of delivering quality display and camera features, amongst several others to emerge as a premium smartphone brand in 2020. The brand aims to offer the community an elevated user experience and presenting versatile options in the future.