Scandit
How do you position for massive growth?
“ZOOM was a great sparring partner in defining the category and making sure it resonated with the market in a very objective way.”
Reason to Reposition
Define a New Innovative Category
Scandit brought in ZOOM when they were at Series C stage, with a growing, evolving portfolio and an impressive list of enterprise customers including FedEx, Levi’s Strauss, Sephora, Kroger and Cardinal Health.
Scandit was known in the computer vision space as barcode scanning software, an alternative to hardware-based scanners. Since then, Scandit has added new capabilities beyond barcode scanning to recognizing text, IDs, objects and augmented reality-based insights. When it became challenging to describe their unique portfolio, Scandit realized it was time to define this new category.
Defining a New Category
Through ZOOM’s data-driven positioning process, Scandit discovered the category that would position their next phase of growth and define how they go beyond barcode scanning: Smart Data Capture.
“The appreciation of our full range of capabilities under the umbrella of our Smart Data Capture hill is leading to deeper-level conversations with customers and larger deals.”
Differentiating by Empowering Unsung Heroes
In conversations with Scandit customers and prospects, we uncovered a key insight: Scandit is transforming an entire ecosystem with a modern approach to an old, error-prone method of capturing data. It meant that workers now have an easier, faster and more accurate way to scan, using cool smartphones, rather than a clunky, specialized device. Now customers can use their smartphone to scan entire shelves and find product features and use coupons. Lastly, the business is empowered with innovation that delivers significant cost savings, increases employee retention and customer loyalty. The resulting Point That Matters brought home the benefits to all Scandit audiences: “Give superpowers to workers, customers and businesses with unmatched speed, accuracy and intelligence.”
Business Results
Since defining the new category, Scandit has clarified its value and elevated its position the marketplace
Increased valuation from $103M to more than $1B
Increased strategic sales engagements & bigger deals, beyond point product conversations
Established Scandit as a thought leader
Defined their unique support & innovation approach
Aligned sales, marketing and leadership team behind a single, differentiated story
Market Insights
Positioning for the Next Phase of Growth
Data-Driven Win
Smart Data Capture
80% of prospects really liked or liked
“Smart, to me means that it’s adaptable, it can connect to different software and it’s high functioning. So all the things that Scandit is capable of doing.” - Prospect
Comparative Concept
Mobile Computer Vision
20% of prospects really liked or liked
“I’m not sure what that is.” - Prospect
Why Smart Data Capture and not Mobile Computer Vision
“Smart” implies built-in intelligence delivered by smart devices while providing value to their customers.
“Data capture” ranked #1 because it’s intriguing and suggests higher value. It suggests Scandit is more than scanning. This description covers customer benefits like providing critical decision-making information and identifying appropriate next steps.
The market rejected the analyst-defined hill of “computer vision.” 80% of respondents disliked the category because it was geeky, outdated, and narrow.