Idea #1 - New World - New Customer Demands
Jack King - Camera World, Charlotte, NC - cworldnc@bellsouth.net

   Dear Bill - Currently, in addition to Kodak and Aladdin which feeds to the lab and the Lucidiom that will tie in with Photogize and also feed to the lab, I may decide to add an instant printer to the Lucidiom.

   Not that I am swayed by one customer, like the young mom that gave me this surprised look after I had helped her complete an order for a few 5x7's from a compact flash card. Knowing our lab was jammed with FILM, and that we had an employee out for two days, I said, "We are a little backed up right now, could you come back late this afternoon? To which she replied: "You mean you can't do my enlargements while I wait?" And she was very very surprised. Of course, I tap danced and ran back to the lab: "what kind of paper are you on? Good! Do this!"

   Making small talk with the customer over the next fifteen minutes, I found out that Archival was not an issue. NOW was the first priority and LACK OF TIME was the reason she did not ink jet print it at home. Again, at this stage in retail, I have learned not to try to be all things to all consumers, but when I saw three kiosks at the mass superstore in JACKSON, MICHIGAN. (Not exactly home of cutting edge of retail trends, Ya think?) I have been stewing on another faster consumer choice.

Bill Responds - Everyone who knows Jack, has heard him speak or has read his columns knows he can spot retail trends years ahead - and Jack is revealing one here for us.

   Many imaging industry "purists" flatter themselves by thinking consumers are bringing digital prints to traditional finishers for their archival permanence or other "quality" factors. Ask your customers and you may find what Jack did; they come to you for convenience among other factors.

   While it's supposed to be "secret", astute observers in the Boston area can see kiosks being tested by Polaroid. Some critics say they are following Polaroid Tradition by being under featured and grossly overpriced for what they deliver with excessive material costs. . . There's just one consumer benefit that may allow Polaroid to save the day (although being more logical with dealer costs would also help.) The Polaroid system is fast.

   Should you chose to observe and/or chat with the consumers using the machines you will find customers printing entire memory cards because it's quick and easy. First print is roughly 10 seconds - each one after that is 2 seconds . . . prints coming out like coins in a slot machine. To many of the customers their use of the new Polaroid machines hadn't turned into a habit so the higher cost wasn't yet a major factor.

   What's this tell us? Speed is a critical factor for consumers suffering from time poverty. They want it NOW! Progressive imaging retailers are making it available NOW - both via kiosk and by ordering on line for immediate delivery, regular delivery or pick up at the store. How are you making your store easy and convenient to do business with for rushed and harried consumers?

Idea #2 - Watch FedEx - Insurance Doesn't Pay Off For Photographers
Jerry Harmen, Madison Photo Plus, Madison, NJ

   If you ship via Fed Ex be sure to check out PMA's Newsline for 5/27/03. Long article telling how FedEx has always collected excess insurance amounts from photographers but never paid off any loss over $500 as photographic works were considered "items of extraordinary value". If you ship photographs via FedEx read the article to save grief/money.

Idea #3 - Response to Idea in Issue #45
Kevin Porter, Andover Photo - kevin.porter5@verizon.net

In regards to Mike Woodland's question and Bill's response:

   One of the first questions I ask customers considering a digital camera is; "What type of camera are you presently using?" I'm trying to determine the salient features of their existing camera then translate these into a digital camera equivalent.