We’re all familiar with the industry’s favorite consumer—Jennifer the soccer mom. She’s the one in charge of family photo albums, photo gifts and photo archiving. Retailers know to target her when selling books, calendars, frames, prints, CDs, etc.
However, most retailers forget, or don’t realize, that Jennifer more than likely also has a job outside the home. Jennifer the soccer mom may also be Jennifer the real estate agent or Jennifer the public relations pro—and that Jennifer has photographic needs too—and even she may not realize it.
Savvy retailers know many of their “soccer mom” services can also be used for a variety of business applications. Some of the more progressive photo retailers such as Dan’s Camera, Fullerton Photo, Lakeside Camera Photoworks, and Bedford Camera and Video, have successfully tapped into this market; but not everyone has caught on.
“The reason,” states Rohit de Souza, Vice President, Retail Publishing Solutions, HP, “is many of the people in the photo retail business started in the film retail business. They haven’t realized that this is more about publishing—putting the fun (or business) back in photos by adding text and/or doing something that’s broader than producing a 4x6” or 5x7” print.
“If you look at the majority of photo retailers today,” explains de Souza, “their existing footprint in retail looks remarkably similar to the way it did when it was a film lab and consumers just dropped off and picked up work. Today, you have to create an interaction center, which is a very different notion than a film lab.” In other words, retailers need to change their mindsets from classic film lab mentality (drop off/pick up), to something more interactive, creative, and diverse (I’m coming in with my media). Only then can business take on a whole new dimension.
“Many of the larger retailers like Long’s, Staples, and Walgreens, have started to get it, but the trickle down affect has not completely happened yet,” explains de Souza. “(Those retailers) realize the value they can get by educating their customers about what they can do with their photos. The key thing is building awareness that there’s a huge value proposition here for the retailer. This category can help revitalize and accelerate store traffic.”
