Nikon asked DEG to find a way to better communicate with camera owners after a purchase is made and turn one-time customers into ones loyal to the brand.
You’re shopping for a camera. You want something portable and easy to use—you’re not a photographer—but captures beautiful images. You spy the entry-level DSLR camera in your price range and make the purchase. Your journey is done, right? It could be. Or it could be just the beginning of a long-lasting relationship with a brand you trust to always provide you with the next step in taking more memorable images.
As a global imaging and optics brand, Nikon excels as a leader in the camera industry, providing customers with the tools necessary to capture life’s greatest moments. But the brand didn’t want to stop at the point of purchase. Nikon asked DEG to find a way to better communicate with camera owners after a purchase is made and turn one-time customers into ones loyal to the brand.
Camera consumers seek specific products: an entry-level starter pack, a sophisticated tool with advanced video capabilities, or a lens to plus-up their current shots. The first purchase is often driven by desire and budget with an added word-of-mouth recommendation. Understanding this, DEG focused on the next purchase—the one Nikon could deliver at the right time in the customer’s lifetime journey.
To reach consumers at the right time post-purchase, DEG recommended an email journey that would launch after a customer registered their camera. The journey would include informative content about the newly registered camera while driving engagement and excitement around the purchase, ensuring satisfaction and building loyalty to the Nikon brand.