Nikon to sell direct to consumer in Europe
Following the lead of Sony Style – the direct selling mechanism which allows Sony to retail direct to on-line customers – Nikon is to roll out a brand new on-line dealing platform, with a channel for retailers ordering Nikon gear but also a direct shop for consumers.
The company has signed a deal with hybris, a supplier of multichannel vendor software, to install hybris Multichannel Commerce Suite for Nikon Europe (www.europe-nikon.com).
Nikon made the following statements through a press release issued by hybris (www.hybris.com)
Laurent Christen, Head of Direct Sales at Nikon Europe, explained, “This is our first official pan-European-driven direct sales initiative. It’s a strategic tenet of Nikon’s commercial strategy that enables our loyal dealers to purchase Nikon gear online, provides our assortment of imaging products directly to consumers across the Continent, and supports better our nationally based distributors. This is a truly multichannel scheme – not only does it underpin our online B2C and B2B businesses, it also includes sales over the phone and our internal Nikon store which provides merchandising and PoS materials to our multiple European geographies. For a multichannel program on this scale, hybris was the ideal technology partner for us to help facilitate this.”
‘Nikon DealerNet’ provides dealers across Europe with their own personal B2B purchasing solution fully equipped with critical product and personal pricing information in real-time. In addition to the eCommerce solution, ‘Nikon DealerNet’ also offers dealers a new streamlined ordering process and enables them to see and manage orders, track shipments and invoices. The ‘Nikon Store’ is a series of online stores for consumers enabling them to purchase Nikon’s high quality imaging and sport optics equipment directly from the Company. Working in fair alignment with Nikon’s commitment to its business partners, these stores offer a response to consumers seeking direct interaction with the Nikon brand. It provides an additional choice for consumers to order their favorite gear, accessories, software or merchandise products.
Nikon has also confirmed, today, that the company will be at Focus on Imaging and will for the first time concentrate entirely on professional equipment, showcasing the D4 and D800 and new lenses. Focus has previously been seen as a 50/50 consumer and pro show.