Mobile World Congress is traditionally associated with the latest innovations and advancements in gadgetry. But this year, there is one handset which seems to be stealing the hearts of everyone in the industry, and it’s over 17 years old…

News that the Nokia 3310 is making a comeback has taken the industry by storm, and at eBay, we can see why. After its original launch in 2000, the phone was an unprecedented success, selling well over 100 million handsets - that’s even more than the first iPhone. eBay has long been witness to the growing appetite for retro goods; between September 2015 and September 2016, over 13,000 of the original 3310’s were sold on the site. Back in November 2015, we even observed a 23% month-on-month uplift in searches for the handset, as consumers tapped into the trend for nostalgia, buying quirky Christmas gifts.

But what is it that is driving the excitement behind the relaunch? Aside from its robust design, unbeatable battery life and (of course) Snake… the defining characteristic of the 3310 is its impeccable retro cool.

Bringing back old school

It’s not just Nokia cashing in on the products of its past. In November last year Nintendo launched a remake of the legendary NES console. Selling out in stores almost immediately, retro hungry gamers are still waiting for the item to reappear on the shelves more than three months after its launch.

And having witnessed the nation’s obsession with all things old school on a regular basis; we know all too well the sheer selling power of retro goods and items. Today there’s a considerable market for modern collectables; from comic books to retro trainers, consumers are willing to spend big to get their hands on the items which instantly transport them to the not so distant past.

Just last year, a rare edition comic book sold on eBay for well over £8,000, and a rare Lego special edition sold for over £5,000. The passion for retro is clearly alive, and it’s now down to brands and sellers to look at how they can harness its power to make the most of these lucrative opportunities.

Building brand loyalty

If nostalgia is a sign of anything, it is that brand loyalty still exists. And, at a time when loyalty comes at an ultimate premium, it is extremely valuable to those who can achieve it.

When it first came out, the Nokia 3310 offered its customers something they needed – clear calls in a decent sized, robust and affordable handset. And now, when we are constantly bombarded with the latest developments in wearable tech and even our kettles have Wi-Fi, Nokia has come to the rescue, offering us a reminder of a simpler time – albeit with the addition of a colour screen, camera and all the charm of its original model.

For any brand, building loyalty into their long-term strategy is key, but it’s not easy. Both marketers and sellers need to invest time in understanding their audience – from who they are, where they’re engaging and what makes them tick – to ensure they’re moving beyond the stereotypes and really giving their audience what they want. The same applies here for whether it’s a new product, or the resurgence of an old one.

Making the most of the moment

By tapping into the social zeitgeist to connect with its loyal followers, Nokia has once again achieved a revered status within the consumer tech industry; stealing the limelight at this year’s MWC in a way that traditional marketing could only dream of. Nokia saw that there had been a surge of popular interest in retro goods, seized the opportunity, and used it to great effect. Now it’s time for other sellers and marketers to follow in their footsteps, ensuring they’re staying one step ahead of the next consumer trend to have the right goods and the right messages in store for when the opportune moment strikes.

Whilst it may seem like business basics, if a brand’s customers don’t feel like they’re being given exactly what they need and when they need it, they will swiftly look elsewhere. We’re now waiting with baited breath to see what Apple have up their sleeve for the iPhone’s 10th anniversary later this year.

 

By Keith Metcalfe, Head of Sales, Electronics at eBay UK

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