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Nikon Europe has extended its relationship with RightNow? Technologies and deployed RightNow Marketing(TM) as its out-bound customer communication system. The new deployment gives the camera manufacturer increased capabilities and capacity for all types of communications including information about latest offers and promotions, training and seminars, and newsletters. Individual countries will be responsible for driving local marketing campaigns and will be able to segment the registered user base as they please. In France a promotion for Nikon's new D80 camera is already underway. This entitles newly registered users to a free gift. As soon as they register, the marketing tool sends an email to them with an offer for a free SD card. Nikon Germany and Austria are using RightNow to run a sales promotion to target eligible customers with either a six month 'all risk' insurance policy or a cash back incentive. Customers who register a product receive an email containing a link to a Nikon web page. Once the customer clicks through, adds any necessary additional details and submits the information, the system automatically generates a PDF voucher unique to the contact. This is attached to the customer's personal account and the details emailed to the customer. Deployment of the system is still in its early stages; however projections suggest that the original specification of 2 million emails per year may fall short of actual usage, with Nikon Germany already anticipating that it will send 1.5 million emails to customers in 2007.

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