NKE Bearings had developed a shiny new webstore and asked Gusto Communications to help promote it to the company's dealer network. We began by identifying the reasons why a customer would want to, and would not want to use the new store. These drivers and barriers formed the basis of a broad campaign that raised awareness of the webshop and encouraged customers to use the site. Part of a wider campaign, this user guide helped overcome the question of 'how does it work?' in the customer's mind - providing step-by-step instructions on registering, navigating and purchasing on the webstore. 
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