Canon Australia launched their new customer experience application on Adobe Commerce. The brand learnt from the failings of their previous platform — they needed to anticipate customer demands and give people what they wanted. With the superior product functionality of Adobe Commerce and its exceptional off-line engagement, Canon Australia knew that they had one of the best e-commerce solutions to take their business where it needed to go.
Search analytics from their new site showed that customers were looking for more than just cameras — they wanted bags, tripods, microphones and branded merchandise. In response, Canon Australia decided to partner with industry brands to provide a range of complementary products.
Product bundles were implemented, adding value and cross-selling opportunities. For the consumer this added convenience: Instead of finding out later that they needed a lens, memory card or flash, the site gives the customer everything they need to get started on a photography project immediately.
The brand also needed to improve product features. They started with a ‘product finder’ tool to help customers find products categorised by their intended use. Now, customers can easily determine the right lens or accessory for their needs.
Next, Canon Australia added product recommendation features such as gift guides, ‘just arrived’ and ‘most wanted’ features. Pre-ordering and wait lists were added, rewarding loyal customers, encouraging deeper engagement and driving repeat purchases.
"We were really confident that the product was going to deliver exactly what we wanted," says Jason McLean, Director of Consumer Imaging at Canon Australia.