Consumers were taking advantage of the high Australian dollar by starting to buy more online from overseas markets particularly within the camera market. Consumers were still visiting retail stores to view and trial the products, but they were going online to purchase the product for a cheaper price. We were challenged to find a way to promote Canon-related retailers while consumers were shopping in-store.
The majority of camera buyers are going in to retailers with their smart phone to compare prices prior to buying. How can we tap into the mobile search market and direct consumers through to a Canon-friendly retailer with a competitive offer?
This was the first micro-geo location based search campaign in Australia. The initial results were positive showing that consumers were clicking on the product category mobile landing pages and looking at the promoted Canon retailers. It was estimated that 50 per cent of the clicked locations were going into store to find out more about the promoted offers.