A NEW IDEA DEVELOPS; RETAILERS ARE BUNDLING PHOTO PRINTERS WITH DIGITAL CAMERAS TO ENTICE SHUTTERBUGS WITH SAVINGS.

HFN: The Weekly Newspaper for the Home Furnishing Network, July, 2004

Byline: Michael Rudnick

NEW YORK-Consumer electronics and office center retailers have been increasingly working with manufacturers to bundle 4-by-6 digital photo printers with digital cameras to provide consumers with a discounted single solution.

Peter Scala, senior vice president and general merchandising manager at Staples, detailed the two packaging options: hard and soft bundling.

A hard bundle requires that the manufacturer sell its photo printer and digital camera in a single package with a discount to the consumer, Scala explained. The soft bundle involves a rebate for consumers who purchase both a digital camera and photo printer at the same retail location.

"We are seeing more hard bundles, as the value they can drive...