Nikon Europe deploys new marketing platform
Nikon Europe has extended its relationship with RightNow Technologies and deployed 'RightNow Marketing' as its outbound customer communication system, giving the camera manufacturer more capabilities and capacity for all types of communications, including offers, promotions, training, seminars, and customer newsletters.
Within Nikon's global organisation, individual countries will be responsible for driving local marketing campaigns, and will be able to segment the registered user base as they need.
Regional campaigns For example, in France a promotion for Nikon's new D80 camera is already underway, entitling newly registered users to a free gift. As soon as they register, the system sends them an e-mail with an offer for a free SD card.
Nikon Germany and Austria are also using RightNow to run a sales promotion to target eligible customers with either a six month all-risk insurance policy or a cash-back incentive. Customers who register a new product receive an e-mail containing a link to a special web page, where they enter any necessary details to receive a uniquely coded PDF voucher. This voucher is attached to the customer's personal account, and the details are e-mailed to the customer.
Click-through metrics With the resulting visibility into click-through rates, and with the ability to create test campaigns before executing on a wide scale, the marketing platform is already reported to providing Nikon with better campaign control and insights.
Nikon has chosen to standardise both its inbound and outbound customer communications and touch-points using RightNow's CRM suite, which puts detailed information at the heart of both customer service and marketing interactions.
Better data, better service As customers communicate with Nikon (whether during registration or a service episode), the relevant information can be gathered, monitored and used (with permission) for even better campaign targeting. Similarly, Nikon's service agents will also now have greater insight into customer histories and preferences, helping them to improve customer service.
Deployment of the system is still in its early stages, but projections suggest that the original specification of 2 million e-mails per year may have been under-optimistic, with Nikon Germany already anticipating that it will send 1.5 million targeted e-mails to customers during 2007.