Canon Influences Shoppers with Mobility
Canon U.S.A. (www.canon.com) strives to assist customers in purchase decisions and ensure they are confident with their choices. To that end, the company recently launched a mobile marketing strategy, featuring Microsoft Tag (www.microsoft.com) technology as the centerpiece.
WORDS OF WISDOM
FAST FACTS
Microsoft Tag is a colorful bar code that can be scanned from a smartphone on all Canon printer products and some of its image capture products in more than 10,000 storefronts today. The application, which was launched on three Canon PIXMA printers in April 2010, provides access to product information at the point of purchase.
“At this point, every Canon PIXMA printer product we launch for retail incorporates Microsoft Tag as part of its in-store customer point-of-purchase experience,” says Michael Duffett, senior director for Canon’s Imaging Technologies and Communications Group. Canon also features the Microsoft Tag in print advertisements, and will soon equip Canon PIXMA printer product packaging with it as well. This will likely expand the application’s reach to 15,000 storefronts.
The app’s features also evolved based on shopper feedback.
“We found that the customer wanted access to web tools while shopping in the store,” says Duffett. “In the last year, we’ve provided additional elements that would help them enjoy a better overall experience such as information on post-purchase support.”
Canon also added a Ratings & Reviews feature, a capability to collect feedback on whether the app was helpful or not, and video content.
Since launch, retailers have reported they have been surprised by the amount of time that customers spend interacting with Canon products over other options in the store, which is grounds to improve the application even further.
“We had a very good year given the current economic background, and we think Microsoft Tag is one of the reasons for this success,” says Duffett. “We know our customers are very engaged and hungry for more info. We will continue to analyze the situation and look forward to expanding Canon’s usage of the technology.”
WORDS OF WISDOM
“Make sure you’re listening to the consumer before you launch the Microsoft Tag application. Just deploying information to deploy information is not helpful.”
—Michael Duffett, Canon
FAST FACTS
Company at a Glance
Canon U.S.A., Inc. is a leading provider of consumer, business-to-business, and industrial digital imaging solutions. Its parent company, Canon Inc., ranks fourth overall in the United States in 2010, with global revenues of more than $45 billion.
Mobile Marketing
Scanning the Microsoft Tag that appears on select Canon products and print ads will launch a smartphone’s web browser, sending a shopper directly to a mobile-friendly web page for that product or service.