Nikon will carry out data-driven customer retention and acquisitions programmes and hopes to use the database to build long-term relationships and more strategic and targeted campaigns. The new database will allow Nikon to target a general photography consumer and hobbyist to enthusiast and professional.
Data marketing company Alchemetrics will be designing and building the database, as well as providing data and database management for Nikon. It will also facilitate up-selling and cross-selling to Nikon's existing customers.
Chris Hoare, Nikon marketing services manager, said: "The marketing database is a key tool for us to work at a more customer-focused level. It is a crucial step for our business as it provides the infrastructure we need in order for us to move towards a more CRM-focused strategy."
Alchemetrics services range from assisting clients to form data strategies through to implementing data-driven programmes. Clients include the Telegraph Group, Emap, Claritas and Telewest Broadband.
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