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Define a globally consistent in-store client experience for Vertu


Vertu is a British manufacturer and retailer of luxury mobile phones established by Finnish mobile phone manufacturer Nokia as a wholly owned subsidiary in 1998. In October 2012, Nokia sold Vertu to private equity group EQT VI. Since then, the new Vertu lead team has addressed many different challenges and injected new energy and life into Vertu, deciding to invest in defining the standards of a compelling client experience across the world.


Analyze Vertu’s standards at work, eventually leading to the reinvention of its client experience, focusing on targeted critical touch points. The goal was to provide this experience globally throughout consistent messaging and structure.


We conducted a round of mystery shopping at various Vertu stores and evaluated the luxury standards across the world, identifying codes of conduct and defining related guidelines. In noting the best practices in the luxury sector, we conducted gap analysis that challenged Vertu’s standards and decomposed its client journey highlighting the factors that impact the sales conversion rate.


Vertu’s client journey has been reinvented in accordance with its aspirational standards and training needs around the world identified; helping them to elevate its quality and luxury status. Our conversion rate optimization model aimed targeted a 11.3% incremental conversion rate.


Market dynamics
Customer understanding
Competitive analysis
Brand audit
Best practices


Brand fundamentals
Positioning options
Leading concept
Implications & gaps


Brand book & guidelines
Marketing strategies
Activation platforms
Communication strategies
Client journey & touchpoints


KPIs definition
Client experience measurement
Learnings & insights



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