Interactive agency Nicholson NY will create a new, customer-focused Web site to support Sony Computer Components & Peripherals Group’s (CCPG) distribution and product-integration customers.
Nicholson said it is a move that shakes the belief that the Web will squeeze
out distribution middlemen–a theory known as disintermediation
CCPG wants to build an online experience that will deliver qualified sales
leads and provide support information to each of its constituents. Spending
was not disclosed.
The site will generate sales leads for Sony’s channel customers by simplifying
the purchase decision-making process for end-users through custom content and
interactive tools, Nicholson said. MIS and IT professionals will be able find
storage products that meet their needs, without having to understand complex
and ever-changing technologies. When they are ready to buy, the site will
automatically route sales inquiries to the
appropriate reseller, distributor or integrator.
Separate content areas in the site will also provide business information to
Sony’s many resellers and product integrators. These “microsites” will include
sales and marketing tools for distributors that resell Sony equipment, and
technology integration tutorials for
systems integrators and original equipment manufacturers (OEMs) that install
Sony equipment in their products.
“We saw an opportunity to actively influence the flow of product through
Sony’s supply chain,” said Gregg Fisher, account director at Nicholson NY.
“The site will deliver value to customers in the form of information tailored
to their specific needs, and in doing so,
strengthen the relationships between customers and dealers, and between
dealers and Sony.”
To further minimize costs, Nicholson NY will build a publishing system that
will allow marketing managers to publish to the site themselves. The new site
will launch in September.