Touchpoint Makes Contacts
a Snap For Hanimex
1 August 2003
Digital cameras: the market research says that if you don’t
have one already, you’ve thought about it. When it comes time
to replace or upgrade your faithful snapshot point-and-shoot, many
New Zealanders are choosing to go digital. Consequently, the digital
camera market in New Zealand is fast moving and very competitive.
As more Kiwis travel internationally and buy over the internet
or from parallel importers, New Zealand retailers and distributors
need new ways of delivering value to their customers. Hanimex New
Zealand Limited realised that, possibly more than anything else,
consumers want the security of service and support in New Zealand
for their digital camera.
To achieve this, Hanimex decided to develop a database of Fujifilm
digital camera customers who purchased their product from the network
of retailers who support and stock the products in New Zealand.
“We set out to take an educational approach for consumers,”
says Christine Harper, Market Manager – Electronic Imaging
at Hanimex. “People can and do purchase Fujifilm digital cameras
anywhere in the world and if they qualify for warranty service in
New Zealand we provide that; if not they can receive that service
for a fee. The database makes it easier for us to identify customers
so we can provide better levels of support.”
Consumers go online to www.fujifilm.co.nz
to lodge their purchase details. The warranty database is self-managing,
so people can lodge their information directly and receive immediate
acknowledgement, and they can update their own information anytime.
Naturally, customers can still send warranties in by post, and some
retailers will register warranties online, directly into the database
while the customer is purchasing the digital camera.
Consumers can also elect to receive occasional emails from Hanimex.
“When a customer joins our digital camera database, they have
a direct experience of our brand,” says Christine. “So
we also wanted to reinforce this with occasional direct communication
relevant to their camera model or specified interests, with the
customer’s permission of course. With the accelerated pace
of innovation in digital photography, we can keep customers up to
date with new techniques and technology.”
Hanimex’s direct communication with the growing database
of Fujifilm digital camera users is designed specifically to drive
the consumer back to the retailer or reseller where they made their
digital camera purchase, which means the entire channel can grow
their business and improve their customer relationships.
Almost universal connectivity means that it is possible to have
entirely digital relationships between companies who provide products,
retailers who sell and support them, and the end consumer.
This is why more and more marketers are using digital channels
as part of their marketing mix. A key enabler is moving the marketing
database to where it can be integrated into these communications
and relationships, and always up-to-date.
That’s why Hanimex turned to Touchpoint to power and host
its warranty database and backend. The database gives Hanimex staff
a single view of all warranties regardless of which communications
channel delivers the information (mail, web or retailer entry),
as well as the ability to access and maintain the database from
any office. Hanimex benefits by receiving monthly reporting on the
warranty registration programme and can report and search on warranties
by a wide variety of information types.
“When you’re dealing with a variety of customers whose
relationships have different contact points and layers of entitlement,
a combination of web and email based communication is the most flexible
tool,” says Touchpoint Director Steve Shearman. “By
building an opt-in database, Hanimex can deal with individual situations
as well as developing broad permission-based marketing programmes
from a single source.”
ENDS
About Hanimex:
Hanimex New Zealand Limited is the official importer and distributor
of Fujifilm products manufactured by Fuji Photo Film Co. of Tokyo
Japan. Hanimex is a part of the Photo Holdings Group which also
owns the country’s largest wholesale photofinisher, Viko Laboratories
and leading photographic retailer Camera House. Hanimex operates
from an Auckland head office and national distribution facility
and has sales and technical support staff in Auckland, Hawkes Bay,
Wellington and Christchurch.
About Touchpoint:
Touchpoint is the leading edge New Zealand provider of multi-channel
marketing systems used by marketers and professional direct marketing
agencies. The Touchpoint software suite helps businesses build closer,
more profitable customer relationships by taking advantage of traditional
and emerging digital channels, including email, direct mail, telemarketing,
SMS text-messaging, fax, and the web. Touchpoint solutions provide
direct access for marketers, agencies, and customer service staff
to setup, manage and track integrated marketing programmes and campaigns
across multiple channels in real-time.
For more information please contact:
Sally Raudon
Botica Butler Raudon Partners
09 303 3862,
021 402 502,
sallyr@botica.co.nz
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