Nikon Europe has embarked on a major international multichannel expansion that will see it roll out retail websites across more than 35 European countries by the end of this year.
The company is launching sites on the hybris platform for both its business-to-business Nikon DealerNet brand and its business-to-consumer Nikon Store.
“This is our first official pan-European-driven direct sales initiative,” said Laurent Christen, head of direct sales at Nikon Europe. “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 point-of-sale materials to our multiple European geographies.”
Using the Nikon Store, consumers will be able to buy imaging and sport optics equipment direct from the company, offering them a choice to buying from a Nikon dealer. Third-party retailers meanwhile can use a newly streamlined ordering process via the Nikon DealerNet that allows them to see and manage orders, tracking shipments and invoices.
Nikon is using the hybris Multichannel Commerce System at the centre of a cloud-based commerce system that connects with both internal systems, including the corporate website, and external services providers such as the payment gateway, analytics, search and merchandising engines, reviews and logistics providers.
Ariel Luedi, chief executive of hybris, said: “A true multichannel programme addresses the many individual business complexities that the different direct channels present, streamlining processes for both the company and its plethora of customers.
“We’ve worked very closely with Nikon aligning the hybris platform with their specific requirements and all these elements will ensure that Nikon is able to provide its customers with a truly enriched customer experience reflecting the company’s quality brand.”
Hybris customers also include Coca Cola Beverages, Levi’s, Timberland and Toys ‘R’ Us.