July 15, 2010, 3:45 PM

Canon USA clicks on a redesigned e-commerce site

The newly updated site features an improved product comparison tool and faster checkout.

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Canon U.S.A, the domestic arm of Japanese camera manufacturer Canon Inc., has a whole new picture in mind for its e-commerce site.

After months of work, Canon U.S.A today took the wraps off of its newly redesigned e-commerce site. The updated site has improved features and functions, more relevant content and faster navigation, the company says.

“Online communication and e-commerce have increasingly become the norm for several market segments, so it is critical in today’s evolving business environment that a company’s online presence be streamlined and easy to use, while also serving as an information-rich, brand communicator,” says Seymour Liebman, Canon U.S.A. executive vice president and general counsel.

The new web site design includes an updated product comparison tool, a streamlined checkout process with more Buy Now quick links, and improved search.

Canon didn’t say if it used an outside design firm to help with the re-launch of USA.Canon.com or added or replaced any outside e-commerce application developers.

“This new simplified web site represents Canon’s dedication to remaining at the forefront of the imaging world in both the real world and online capacities,” says Liebman.

The redesign of its web site is Canon U.S.A’s second major Internet initiative in recent months. In September the company launched m.USA.Canon.com, a mobile web site devoted to customer reviews of Canon digital cameras and such other Canon products as camcorders, copiers and binoculars. The site, built using Bazaarvoice MobileVoice from Bazaarvoice Inc., accesses all reviews posted by customers on Canon’s e-commerce site.

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