Every digital camera sale should include accessories (marketers call this the "attachment rate"—make yours 100%). Start with the usual suspects: bags and cases, tripods, filters. Then add the digital-specific needs: every camera you sell should go with extra memory cards, a card reader, and rechargeable batteries and charger. And finally, sell new accessories designed specifically for new avenues created by digital photography.
The Internet Photo Studio makes it easy for amateurs to take product shots for eBay, catalogs, etc. The Halo-Light enables anyone to shoot great macro photographs. QP colorkit simplifies correct color balance. Fine-art inkjet papers such as Arches Infinity, help turn digital photos into works of art.
Digital printing at retail continued to grow at an astonishing rate in the past year. This explosive growth is fueled by consumers getting the message about the benefits of in-store printing—lower cost, higher quality, and greater convenience. This growth in printing is just beginning—the majority of digital images are still printed at home. And even more digital images are never printed. Everyone knows this represents lost revenues for the photo industry, but it also represents potential lost memories for consumers. Memory cards are lost, files deleted, drives crash, and nobody knows for sure if today's CDs will be compatible in the future. Convince your customers of the importance of printing all their images and you won't miss film at all.
And when you present your customers with the prints you or they have made from their digital images, be sure to sell the presentation products that preserve, protect, and show off their prints. Products such as frames, albums, Pana-Vue Print protectors, portfolios, and Century Archival boxes all enhance their images…and your bottom line.
Focus On Quality During Highly Competitive Times
Paul Wild, President, Bogen Imaging, Inc.
Digital imaging technology has brought many changes to the photographic industry. While these changes often present photo retailers with new opportunities, they very often present unprecedented challenges as well. The blurring of the lines that have traditionally separated the photographic and CE markets is an excellent example of such paradoxical change.
As digital technology has become more popular with consumers from all walks of life, photo retailers have found new opportunities to expand their digital photography product and service offerings. Unfortunately, many "specialty" dealers now find themselves competing with mass merchant retailers for consumers of those digital products and services. When your competitors are seemingly omnipresent and possess endless resources, it can be difficult to achieve success.
What does this say about the state of the photo retail industry? For "specialty" photo retailers, it says that now is the time to intensify your focus on the one thing that fuels success in any situation—top quality brands. Traditional photo retailers have always thrived on delivering top quality brands and products backed by exceptional service and support to discerning customers—especially enthusiasts and professionals. While many casual consumers will undoubtedly make more photographic purchases at "non-traditional" photo retail outlets, serious photographic enthusiasts will always gravitate toward the quality and expertise that simply cannot be found just anywhere. New products, technologies and gadgets will come and go, but quality brands will remain a constant for which there is no substitute or knock off. Photo retailers who recognize this will continue to enjoy success throughout 2006.
Deliver The Difference
Eliott Peck, VP and GM, Sales, Canon U.S.A. Inc.'s Consumer Imaging Division
As we all are aware, our business is rapidly changing. Digital has transformed the industry and the market has become more complex as imaging products rapidly become a commodity. All these factors pose some critical questions for manufacturers and dealers alike: How do I compete in this crowded marketplace? How do I differentiate my business from that of my competitors? How do I add value for my customers? How do I satisfy my customer's demand for seamless end-to-end imaging solutions?
The answer has become a theme at Canon: "Deliver the Difference."
At Canon, we "Deliver the Difference" in many ways. With superior technology, innovative products, and a commitment to our customers—which include our business partners and end users.
One way we've been able to deliver the difference to imaging retailers is through our category-defining products. In August, we introduced 24 new products from high-end DSLRs to compact photo printers, all of which are designed to appeal to a range of customers. Just to point out a few of the highlights, we have introduced two new digital SLRs: the Canon EOS 5D and EOS 1D Mark II N. In addition to our digital EOS Rebel XT, EOS 20D and EOS 1Ds Mark II, these cameras provide the gateway to the world of Canon EF lenses and accessories.
Other new products are targeted toward your mainstream buyers, including seven new PowerShot digital cameras, such as the 7.1MP SD550, and the 5MP SD30, in four metallic colors. A great accessory sale to go with a digicam are our SELPHY Compact Photo Printers, including the CP510, CP710 and DS810. For your home printer customers, we released five PIXMA single function printers and four PIXMA Photo-all-in-ones, all of which feature the new Canon ChromaLife 100 ink system for long lasting, beautiful photos.
And finally we also released several new digital camcorders recently, including the Optura 600 and the Optura S1.
Our goal with our products is to provide an extensive choice of imaging solutions for the entry level consumer to the seasoned professional. By providing these choices, we can help you deliver the difference to your customers.