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How Canon Australia’s Experience Engine Changed B2B Customer Expectations Forever

Canon is one of the world’s most iconic brands for a reason. For over 80 years they have been at the forefront of innovation, and recently, Canon Australia decided to take the next step of their digital transformation journey.

They had a clear vision, plain and simple: be known for offering the best customer experience in the market. They also wanted to empower their B2B vendors with a B2C-like self-service commerce platform that exceeded expectations at every stage of the purchase journey.

To realise these ambitious goals, Canon Australia needed to successfully manage numerous variables. First, they needed a commerce platform that was agile and powerful enough to cater for their unique business requirements and scale with their aggressive growth plans. Secondly, they needed an implementation partner with the skills and experience necessary to guide them through their digital transformation.

Selecting a Platform with the Power to Drive Growth

Canon Australia had the product, brand equity and leadership team for success. But to realise the brand vision, it was essential that they found a commerce platform that had the power to scale with them into their next phase of growth.

They needed a platform with the customisability to support their unique B2B customer needs; the B2B experience had to be as enriching as the B2C experience; and it needed to have a roadmap for digital success.

In a market full of competing technologies, one platform stood out as the clear leader of the pack. Backed by over 250,000 deployments for many of the world’s biggest brands, Canon joined an illustrious group in selecting Magento. The platform offered Canon Australia complete flexibility and customisability, as well as the capability to grow with the brand itself.

Creating a Partnership for Success

As the most popular platform in the world, Magento also has access to the best implementation partners. To bring their project to success, Canon Australia required the help of a specialised agency partner with an encyclopedic knowledge of the Magento platform to support them in their digital maturation.

eWave was selected from the leading commerce agencies in the Asia Pacific region, as a result of the agency’s extensive experience in delivering complex Magento implementations at speed and scale. Integrating closely with Canon Australia’s internal team, eWave partnered with the brand to reimagine their entire digital ecosystem and bring the vision to life.

An Exceptional Experience at Every Interaction

Today, Canon Australia has become internationally recognised as a leader in digital commerce. A major reason for this is their innovation in the B2B space, working with eWave to trial new ideas and continually realign themselves with the changing needs of their consumer.

As B2B customers comprised a significant portion of the brand’s online business, eWave developed a custom B2B self-service solution that delivered unprecedented improvements in customer lifetime value, advanced account management, and simplified user tiering.

The 24/7 convenience of the B2B solution, paired with the value-adding focus of the Canon Store was the perfect compliment to Canon Australia’s Authorised Retail network, and it wasn’t long before the brand saw a major effect on organic brand advocacy.

With the help of eWave and Magento, Canon Australia built a B2C-like experience engine that offers vendors unprecedented value at every interaction, setting the benchmark for digital innovation in the B2B sector.


Nick Hull
Nick Hull is an expert in commerce strategy and technology for global brands and retailers. He is the Manager of Strategic Partnerships & Accounts at eWave. See his work here or connect with him on LinkedIn.

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Nevan Lalich
Head of Creative

Jul 19, 2018