As Kodak works to reposition itself as a digital photography vendor, its Australian sales manager has told resellers they are missing out on a “chain of gain” if they’re not capturing the home printing market.
Speaking to Leading Edge Computers dealers at their convention this week, A/NZ sales manager, Darren Swenson, encouraged resellers to follow Kodak as it attempts to capture not only camera sales but also the lucrative photo printing market.
Sale of combined camera and printing solutions could help generate lucrative ongoing consumables revenue for resellers, he said.
A giant in the traditional photography market, Kodak is still playing catch-up in the digital arena. It announced its entry into the ink-jet printer market in September as part of a $3 billion investment in digital products and services.
While home printing was currently a small part of Kodak’s business, Swenson said it was growing at a rate of 100 per cent.
“Last year we had 60 per cent and $9 million," he said. "We’re planning to do $21 million in this category alone.”
Ease of use was crucial, for both the initial sale and achieving ongoing revenue, Swenson said.
Kodak had addressed useability issues with its EasyShare camera and printer dock, because users had found it difficult to get images from their PCs, said Swenson.
“EasyShare was a chain of pain, but it’s now a chain of gain,” Swenson said. “The camera is the onramp. But if you are just selling the camera, you’re missing out.”
Kodak stores were averaging an attach rate of four accessories per camera sale, he said.
In addition, ease of use would encourage consumers to move beyond taking photos to printing them as well.
“Over 75 per cent of digital exposures saved are not printed,” Swenson said.
Warning resellers to tweak their sales approach to accommodate the increasingly female demographic which was buying cameras, he said the target customer was now the “soccer mum”.
“More than 55 per cent of purchases are now made by females,” Swenson said. "Retailers who try to sell cameras as a technology sale – would have trouble selling to that demographic."
Retailers such as Kmart and Big W were becoming popular retail outlets for cameras because women were used to shopping there, he said.
The ability to interact with the product and find out what results they could get would be more of interest to female buyers, Swenson said.
The vendor was supporting resellers with secure interactive displays which had already been sent to key Kodak resellers, he said.