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EnglishWhat Customer Segments Does Canon U.S.A. Serve on Its Website?
Updated
Canon U.S.A., Inc. describes itself as a provider of consumer, business-to-business, and industrial digital imaging solutions to the United States and other markets. On its website, that translates into three broad audiences: individual consumers, business and organizational buyers, and industrial or professional users. The main practical difference is where each group starts: consumers and businesses work through the main product and solutions areas, while professional users have a separate Pro section and a Canon Professional Services entry point.
The three customer segments
| Segment | Who it covers | What the site offers them |
|---|---|---|
| Consumer | Individuals buying cameras, printers, and related imaging products for personal use | Consumer product information and the online shop, including a shopping cart for purchases |
| Business-to-business | Companies and organizations buying imaging equipment and solutions | Business-oriented product and solutions information on the main site |
| Industrial | Commercial and industrial imaging users | Industrial digital imaging solutions presented as part of Canon's overall offering |
The site's own description groups these three together, so the segmentation is a stated positioning rather than something you have to infer from scattered pages.
Where professional users go instead
Professional users are the clearest exception to the general structure. The site maintains a dedicated Pro area at usa.canon.com/pro, and a separate Canon Professional Services page at usa.canon.com/pro/canon-professional-services. If you are a working photographer or another professional buyer, starting in the Pro section is more direct than browsing the general consumer catalog.
How to use this when you arrive on the site
- Decide which of the three groups you belong to: buying for yourself, buying for an organization, or buying for professional or industrial use.
- If you are a professional, go straight to the Pro section rather than the main product pages.
- If you are an individual or a business buyer, use the main site's product and solutions areas; the online shop and cart are part of that path.
- Check the specific product or service page for the details that matter to you, since the homepage itself only states the broad positioning.
The expected result is that you land in the section built for your type of purchase instead of working through a catalog aimed at a different audience.
Common sticking points
- Assuming one catalog fits everyone. The site separates professional offerings from the general consumer and business areas, so a product you expect to find in the main shop may sit under Pro.
- Treating "business" and "industrial" as the same. They are listed as distinct segments, and the solutions presented for each differ.
- Expecting pricing or account details on the homepage. The homepage describes what Canon offers; specific pricing, subscription terms, and service conditions need to be checked on the relevant product or service page. The available site information does not state prices or access conditions, so confirm them where you intend to buy or enroll.
If your goal is simply to understand the company, the three-segment description above is the answer. If your goal is to buy or enroll in something, use the segment table to pick your starting section, then verify the details on that section's pages.