NikonUSA.com Sharpens Its Focus On Customers -- and the Future
Big Picture Goal: Make it Easier to Do Business with Nikon
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To succeed in the age of the digitally-empowered consumer, Nikon decided
to refocus its brand—but they couldn’t make it happen overnight.
They would need help with formulating an online vision, developing a new
brand strategy, and redesigning NikonUSA.com. Enter Molecular.
Molecular's Flash of Brilliance
To remain relevant for customers, NikonUSA.com would have to become
less product-focused and deliver a more consumer-centric experience.
The company had long used the slogan, “Nikon. At the heart of the image.”
But our digital strategy experts wondered: What if “At the heart of the image
is you?” The concept clicked with Nikon—and Molecular launched
into customer research and data analysis, quantifying the needs, goals,
and behaviors of consumers seeking cameras and a deeper knowledge
of photography.
Capturing the Customer, from all Angles By identifying the distinct behavioral characteristics of Nikon’s consumers, Molecular was able to zoom in on four key consumer personas. Guided by deep insight into these personas, we transformed NikonUSA.com into a world where everyone—from the casual photographer to the dedicated professional—can find just what they’re looking for on their own terms.
New Creative Opportunities Exposed The web site’s stunning photography and cutting-edge 3D design give
a bold, fresh face to Nikon’s brand online. The site reveals the creative
potential of Nikon’s products, simplifies access to product and service
information, and empowers photographers to find exactly the equipment
and techniques they need. To create a more open environment, the site
also features “Your Shot,” a complementary blog that gets consumers talking
about the Nikon brand and welcomes their input on the evolution of
NikonUSA.com.
The Picture of Success A completely revamped web site. A strong, modern brand. An open
dialogue with customers. A company that’s easy to do business with.
Molecular helped make it happen for Nikon by encouraging them to focus
on customers first.
