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Growing Canon’s direct-to-consumer business and achieving double-digit growth since 2016


Canon were faced with setting up a brand new client to consumer business for Canon EMEA, they’re now running a direct to consumer business with 17 stores across EMEA.

When searching for an agency partner, they were looking for someone with expertise that could become an extension of their team.


“The targets are tough, and AWA have been meeting those targets”

Our first step was to get inside the heads of Canon’s consumers. We joined amateur photographer clubs, interviewed professionals who made their living using Canon equipment, as well as developing personas that reflected key consumer segments. Our approach to growing their international stores has come from experimenting with different models. Personalising customer experience is now a key part of our growth strategy for Canon.

Our ways of working include close collaboration with their marketing channel partners and we have become integral to their business; challenging their thinking and strategic direction.

Not only have they been seeing double digit growth for the four years that we’ve been working with them, but they’ve also been seeing an ROI of 8-12:1 over the years.

If your CRO programme is not delivering the highest ROI of all of your marketing spend, then we should talk.