Canon influences shopper decisions at the store shelf.
Published by Consumer Goods Technology
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 technology as the centerpiece.
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 pointof- 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 postpurchase 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.”