Hi HMD team!
One thing that Pekka said when we met him was that they want to help new customers become more emotionally attached to their phones and therefore to the Nokia brand.
To help with this I suggest that the Nokia phones online stores could provide free, optional personalisation! Personalising a phone can make people feel more emotionally attached to it - for example, I know someone with a Moto G3 who refuses to replace it because it has their name written on the back and on the boot screen! This is something which Motorola offered when purchasing directly from them via their online stores. HMD could do something similar.
Doing this could also be financially beneficial for HMD if their online stores have higher margins as it may encourage more people to buy direct rather than via a retailer.
I look forward to seeing this so I can finally get my friend to buy a new Nokia!