Canon is a world-leading innovator and provider of imaging solutions for businesses and consumers. With an emphasis on precision technology, Canon has developed revolutionary products that have delighted customers for nearly 90 years. The company develops, manufactures and sells a wide range of copying machines, printers, cameras and optical products to meet a diverse variety of customer needs.
eWave were previously recommended as a trusted and experienced partner to Canon Australia by a technology vendor, to help the iconic brand select and implement the right technology to transform their technology ecosystem, including the direct to consumer channel, B2B and B2B2C relationships.
Canon wanted a direct relationship with their end consumers, to ensure that they were getting a true and consistent brand experience. From exploration through to transaction and post purchase, Canon wanted to own the customer journey to ensure consumers received the best possible experience across every touchpoint. By doing this, Canon could continue the conversation and sell throughout the lifecycle, as well as strengthening trust and loyalty in the brand.
Furthermore, it needed to modernise its B2B channels, with the goal of automating manual processes in order to better support its customers. With a history of complex and often disconnected distribution, they wanted to regain control of the entire commerce experience.
With such a vast volume of product SKUs, multiple business models and channel conflicts with their retailers, this was a considerable challenge. Numerous customer groups engaging in negotiations resulted in pricing complexities, and multiple warehouses created logistical challenges too.
The market itself had also become more competitive. Smartphones and other devices meant that consumers were adopting alternative ways to take pictures. Canon needed to differentiate themselves by creating unique experiences that excited and engaged its customers, and eWave had the solutions.
eWave would begin with a comprehensive consultation phase to understand Canon's existing digital landscape, their business strategy and to uncover customer needs before turning them into requirements. By becoming completely aligned with Canon’s unique challenges and ecosystem, eWave could build a bespoke Inside Agency team to create and deliver the solution at speed.
To solve Canon's varied challenges, eWave created different platforms for different channels. Firstly, the Cannon Estore was created for online consumers. Due to channel conflict with retailers it was clear that Canon could not compete on price, so eWave conceived creative solutions such as bundles, online exclusives and experiences at Sydney’s iconic Light and Music Festival, Vivid.
Second was a B2B solutions platform for retail photographers. This enabled retailers to purchase products seamlessly, removing the manual processes of phone calls, faxes, and emails that previously slowed ordering.
Thirdly, eWave built a B2B solution to automate invoicing and billing for corporate printing customers, ensuring reorders happened automatically and the customer experience was elevated.
And finally, eWave created branded storefronts for B2B2C partners, like Telstra and McDonalds, so their employees could purchase Canon products at special rates.
eWave helped transform Canon’s customer experience across all touchpoints, including:
Integration with Canon Identity Management application.
Company accounts with multiple child and master users.
Customer-specific catalogues.
Multi-tier pricing and order management engine.
Order negotiation communications platform.
Single sign-on across multiple portals.
Establishing a marketplace model. Canon not only ventured onto marketplaces themselves, but they also became their own marketplace by meeting consumer’s needs for other products.
Digital ticket sales to photography events.
Ability to rent photography equipment from Canon and other Canon customers.
Subscriptions for ink replenishment.
81% Increase in Revenue
61% Increase in AOV
7.5x Conversion Rate
We have built a strong relationship with the eWave team over the many years of working together.
From very early discussions we felt a strong alignment with eWave, in their vision they had for our business and passion to succeed. I am always impressed by the amount of dedication that goes into each project, the insights they share and unique approach to creating commerce platforms across B2B and B2C.
eWave is truly a market leader when it comes to reimagining commerce experiences.
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