CEA Insight : Educate Consumers to Drive Internet in Printing

January 2009 By Bill Heuer

multipage

Photofinishing is an important segment of the industry which everyone, including camera manufacturers, needs to be concerned about. For years, photofinishing drove the profitability of the industry at many levels.

As we know, consumers with film cameras had little choice but to print the pictures they had taken. Digital cameras brought consumers the freedom to choose whether they wanted to print their images. Those who wanted hard copies of pictures were faced with new decisions.

How do I do it? Do I print at home, try to upload images to a photofinisher, or interface with a kiosk or directly with a retailer? I believe most consumers who were faced with the choices had a less than positive experience. They never found a process as simple or as easy to understand as dropping off a roll of film.

When people buy a digital camera, rarely does anyone take the time to explain to them how to get their images printed or what might be the best solution for them. Since most cameras are purchased at non-sales assisted retailers, the majority of consumers are confused. This represents an opportunity for sales assisted retailers to help consumers figure out what is best for them and what they might be most comfortable doing. The retailers can help consumers develop a routine that would lead to more prints.

If more consumers understood right from the beginning how easy it is to get images printed, I think consumers would get in the habit of printing more images. Left in a more confused state, they print less.  

Recently, I have heard more and more consumers say that they wish they took the time to print more of their digital images. There are certainly times when they would like to share their pictures as they have done in the past. E-mailing images has become increasingly popular, but does not replace giving or sending a printed image.  

So how can retailers reach out to those consumers? It surprises me when a retailer’s solution to the problem of the lack of printing is offering prints at lower prices. Why not focus their efforts on gaining consumers interest in printing instead?  

Pushing Print
There are several ways to increase consumer interest in photo prints. First, is to help them understand the choices and how easy it is to print. An educated consumer will no doubt print more images than the confused consumer. This education should start when the consumer buys the camera. When you buy a car, dealers today take the time to show the consumer their service department and how easy it is to get an appointment.