12TH OCTOBER 2009 PP 01-12 TO USE:Layout 1 8/10/09 09:48 Page 10
> > C O N S U M A B L E S F E A T U R E
F E AT U R E
KEEPTHEMCOMING BACK!
YOUR SALES DON’T STOP ONCE YOUR CUSTOMER IS OUT
TAKING PHOTOS…
The great thing about selling camera bag, or memory card, or
printers is they’re never a one-off photography lesson.
sale (or at least they shouldn’t be, This return custom is also an ideal
if you’re presenting the right opportunity to sell other items.
deals). They’re a great Think about what a customer
opportunity to tie in a customer making lot of prints might
who buys a printer from you so need…more memory to store the
that they come back every time digital copies on? An album to
they need paper and ink. display and protect the images
As the idea here is to inspire they’ve printed? Frames are surely It’s a myth that there’s no point other and the printer used) in mind
loyalty, why not take that one step an essential for someone keen on stocking paper and ink cartridges will give the best results. When a
further by offering a reward taking photographs and making if you don’t sell printers. consumer is looking to produce
scheme? Offering a discount on prints of them to display their best Consumers don’t necessarily their photos at home – particularly
consumables immediately associate equipment when they have been offered “lab-
with its consumables, and printers quality” photo production as a
are quite a significant, one-off benefit of their printer – this must
hardware purchase for which their be explained to them so they get a
first port of call is often an finished result they’re happy with
electronics or computer hardware and you get the best income out of
store, particularly if purchasing a their custom.
document printer. However, when Now that home printers employ
they come to printing – and such advanced technology, it’s
especially to printing photographs crucial that consumers use inks
when the consumer shows proof of work in their home. Nurturing this – they think of camera dealers, and papers that will get the best
purchase that they bought their customer’s interest in photography imaging specialists and print or results from them. As evidenced by
printer from you, for example, or will keep them coming back to you photofinishing retailers as having Canon’s research, with the
stamping a loyalty card so that for more consumables, equipment, the expert knowledge and more thousands of fine nozzles now
they receive every tenth cartridge accessories and even advice so specialised products they need for used in photo printing, producing
they purchase from you for free keep an eye out for frequent this purpose. You’re still in a incredibly tiny droplet sizes, even
are proven, simple ways of buyers of supplies for photo position to benefit from the loyalty the smallest impurity in an ink can
ensuring a customer comes back printing: you might be able to aspect, particularly if you can offer cause blockages which result in
through your door every time. If target them with other sales as you advice and maximise on the less-than-perfect prints. Using
you make less than a ten percent see their interests develop. This benefits of brand compatibility. genuine Canon ink and photo
profit margin this could incur you interest is a key indicator that they Whilst third party consumables are paper with their printers produces
a loss, but the benefit of increased could be in the enthusiast market often a cheap option, less of these problems than using
footfall may make it worth your which is enjoying the more manufacturers have thrown huge consumables from any other
while. If your profit margins on advanced features of their amounts of research behind the manufacturer, because the
consumables are better than that, compact camera and might be angle that using branded inks and printers, inks and papers have
the sale’s worthwhile in itself and looking to move up to using a papers which have been designed been engineered to work together
you still get the opportunity to sell hybrid, bridge or entry-level DSLR with compatibility (both with each for the best results. To complement
other items to the customer when specially designed printers and
they come in for printer supplies. inks, Canon produces a range of
Improved loyalty sometimes means papers including fine art and t-
that you don’t have to compete shirt transfer, as well as the more
with unreasonably low prices conventional glossy and matt
offered by other shops – if the papers so that the consumer can
customer perceives the benefit they achieve exactly the results they
get from their loyalty to be worth want with paper optimised for the
more than this small saving, they ink, printer and type of image.
will continue to shop with you Using the correct consumables and
unquestioningly, even if your good quality printer, consumers
prices are a little higher. You could can produce great prints which
even transfer the giveaways into last a lifetime. However, the wrong
items which make more financial consumables can leave them with
sense for you, based on your sub-standard prints, which then
prices and margins – buy five might discourage them from
cartridges and receive a free printing at home.
010 PIXEL
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