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Revolutionizing Point-of-Sale

Andrew Kaplan
Wednesday, Aug 24, 2011 at 2:00 PM

One of the biggest benefits that can come from using a Microsoft Tag is the ability to transform an ordinary, humdrum experience into a more exciting and engaging one. Take shopping, for instance. Sure, there are those who just love to shop ‘til they drop. But then there are the rest of us, for whom shopping can be just a necessary, and even sometimes, dreaded chore.


Canon image

But introduce technology like Tag into the point-of-sale and suddenly what was ordinary takes on a whole new level of interactivity and, for many people, even fun.


One manufacturer that has learned all of this first-hand is the popular printer maker Canon U.S.A. As of April 2010, the colorful Tags can be found on three models of Canon PIXMA printers and some of the company’s image capture products in more than 10,000 stores. In just the few seconds it takes to scan the Tags with their smartphone’s Tag app, shoppers are brought to a landing page with loads of additional information about the Canon products.


Michael Duffet, senior director for Canon’s Imaging Technologies and Communications Group, recently told Consumer Goods Technology that “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.”


Canon is also using the Tags in its print advertisements and will also soon put the Tags on the PIXMA printer product packaging. The result will expand the application’s reach to 15,000 stores.


Duffet told Consumer Goods Technology the Tags seem to be having a positive impact on sales in an extremely tough economic environment. “We know our customers are very engaged and hungry for more info,” he said in the magazine. “We will continue to analyze the situation and look forward to expanding Canon’s usage of the technology.”


According to the magazine, since the launch of Tags on the Canon products, retailers have also been surprised at how much time shoppers now spend interacting with the products. And Canon has continued to improve the amount of information it offers via the Tags based on shopper feedback.


Duffet shared these words of advice in Consumer Goods Technology to other product manufacturers: “Make sure you’re listening to the consumer before you launch the Microsoft Tag application. Just deploying information to deploy information is not helpful.”


How else can Tag be used at the point-of-sale? Let us know with your comments below or on Facebook or Twitter.

 

Recent Comments
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  • Matt Quinn

    08/26/2011 , 1:00 AM
    Bridging on-premise retail with connected, socially-integrated experiences is a core component of innovative retail. Examples include Ocado’s Virtual Shopping Wall in London (http://www.retail-week.com/sectors/food/in-pictures-ocados-virtual-shopping-wall-goes-live/5028488.article) demonstrate the first phase of these innovations (albeit using old-school barcodes). Using Microsoft Tag, our clients are building truly connected, engaging social and real-world experiences.

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WHY USE MICROSOFT TAG?

Capture customers in the moment and bring printed materials to life

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MARKETING GOES MOBILE

Tag lets you engage people anytime, anywhere, from magazine ads to store aisles

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