case study
NikonUSA.com Sharpens Its Focus On Customers—and the Future
“About 18 months ago, we made the decision to rethink our site from the inside out. We wanted to create an environment that would better meet the needs of those interacting with it. Molecular provided the business case, as well as a roadmap for how to get there. The new NikonUSA.com not only allows photographers at every level to find the equipment that best meets their needs, but it also provides a place where customers can learn, explore and get inspired.” Joe Ventura Corporate & Internet Communications Manager, Nikon
Big picture goal: Make it easier to do business with Nikon 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.
Stunning photography and cutting-edge 3D flash design emphasize the creative potential of Nikon products, while making it easier for customers to access product and service information. Photographers at every level are empowered to browse photos and choose the equipment that best fits their needs.
A unique filter tool serves as a teaching tool for the cameras and shows off several key features that would appeal to Nikon prospects and customers.
In an effort to create a more open environment, the site also features “Your Shot,” a blog that invites customers to offer ideas and feedback on the evolution of NikonUSA.com.
Molecular is the interactive agency that partners with results-driven companies to create highly effective Web design solutions grounded in research and tied to business results. Since 1994, Molecular has directed successful Web initiatives for the nation’s leading brands, including adidas, Fidelity Investments, HumanaOne, Nikon and Reebok. Headquartered in Boston, Molecular also has offices in New York and San Francisco. For more information, please visit www.molecular.com. Boston
New York
San Francisco
www.molecular.com
Linked By Isobar
Copyright © 2008 Molecular, Inc. All rights reserved. Molecular and the Molecular logo are registered trademarks of Molecular, Inc. All other names and marks are the property of their respective owners.
case study