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ACCESSORY TO PROFIT
EXPERT ADVICE ON UP SELLING CRUCIAL ACCESSORIES!
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With margins on high-ticket items tripod categories over the last year of their photographic career. Of
getting smaller and increased despite the poor economic climate, course, this also helps maximise
competition from the internet and achieving double digit growth. As customer value to the retailer,
major chain and supermarket the economy strengthens through ensuring repeat purchases and a
retail, few would deny that they 2010 we are forecasting the greater sense of ‘connectedness’ to
stand to make the best profi t on fi gures to increase further in line the store.
accessories. The diffi culty here is with economic recovery. “Improvements in tripod features,
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knowing what to stock and how to “In regards to trends, we have storage and robust operation
maximise the sales which can be seen an increase in female mean there’s a wide selection for
made. purchasers of DSLR cameras which consumers, even at entry-level,
“With the increase in DSLR sales has led to the introduction of more continuing right through to the
over the last year dealers should colourful and fashionable offerings: highly-specifi ed professional. Being
Buy the European Camera of the Year
see great potential to stock up on we have designed a on hand to advise on particular
these highly profi table accessory really help to demonstrate the larger selection of requirements for close-up, or nature
products,” says Alastair Wilson differences where possible. our bag with photography, for example, will
and claim the powerful FL-14 flash
of Fameart. One of the many “For many people, choosing the women in help build rapport with a customer
beauties of selling such accessories right bag is not just based on mind. This and ensure repeat custom when
absolutely FREE! (normally £159.99)
is that their benefi ts are easily practicality and functionality, there isn’t to say it is time to upgrade their tripod
explained and demonstrated. is also an ‘emotional’ element to there has or extend their kit in some other
“Here you see a photo taken in their fi nal decision; bags have been a drop way.
To claim, register your newly purchased E-P1 and your application online at:
https://www.olympus-consumer.com/en/promotions/ep1promo2009.popup
Hong Kong at night showing the become much more of a fashion in demand “The quality of
See www.olympus.co.uk for further details. Hong Kong skyline,” says Alastair. accessory and a refl ection of the for a more a tripod goes
“This type of photo is only made user’s personal style. With this in far beyond the
possible with the use of a tripod – mind it is hugely important material it’s
Show this type of photo to potential that your offering includes made from,
customers and you can sell tripods bags that follow the latest or the height
galore. Plus with the new HD video trends and styles. Giving it can extend
facility being fi tted to a number of customers the chance to compare to. There are so
New DSLR products, a market has bag options doesn’t take long, many variables when
emerged for tripods which cater requires little technical expertise traditional style of bag though, it comes to design and
for this growing market.” and makes it considerably easier and before Christmas these ranges operation that differentiate brands
Bags also pose the sales benefi t to sell up. went down exceptionally well with and make it all important to train
“If you can show a range of our dealers and consumers alike.” staff thoroughly on their various
bags from simple camera cases We also spoke with Vic Solomon benefi ts.”
to those with dedicated space and Andy Bennett, Category
for a tripod, fl ashes, lenses and Managers of Camera Supports
other accessories, you can even and Bags (respectively) at
use a bag demonstration to sell Manfrotto Distribution about the
additional equipment, further importance of these accessory
increasing your customer’s overall sales.
spend.” “When it comes to improving
Examples of photos can help sell tripods
Fiona Evans, Marketing Manager the quality of photographs, a
at Hama, has further advice to tripod is all important. It, and
that they’re needed by all of your offer. a good, sturdy bag, are the
customers, with the potential “The key to selling both bags and fi rst accessories an enthusiast
advantage that they appeal just tripods is to have a good display photographer will turn to after
as much to amateurs as more with a good variety of choice the initial purchase of camera
enthusiastic photographers. which can be handled by the body plus lens – and something
“Bags provide a great opportunity consumer and I can’t emphasise they, like their professional
to increase sales revenue enough how important this is. counterparts, will soon fi nd to be
and should certainly not be Then sell as many additional items indispensable. Stocking a good
overlooked,“ says Ray Sealey, at the time of camera purchase range of tripods from respected
Olympus E-P1. Not an SLR.
Swains. “Today there are as possible, rather then let the manufacturers will help
bags available for pretty much consumer leave and explore photo retailers provide the
Not a Compact. It’s a PEN.
everything. They are especially alternative opportunities elsewhere. very best service levels to
important for protecting photo “Hama (UK) Ltd have seen their customers by catering
equipment, and with bags varying continued growth in revenue and to their exact requirements
widely in price and quality it can market share in both the bag and at every stage
PIXEL 11
PixelJan16b.indd 11 14/01/2010 19:28
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