Prospecting: Canon U.S.A. Relies on 2-D Barcodes to Keep Consumers ­Shopping In-Store

While the program certainly keeps shoppers engaged, it's difficult to measure the direct impact it has on sales and whether it translates into new customers. So, why did Canon U.S.A. choose to implement it?

"This system gives us a window into the shopping experience in-store that's currently unavailable," Duffett says. "We can see what information shoppers are considering when making a buying decision. We're confident that if consumers have all of the facts, they will choose to purchase a Canon product because they'll understand the true nature of the value and quality Canon delivers in the CE/DI space."