Officemax: photo paper

DSN Retailing Today, Oct 10, 2005

Consumers want the same quality prints from digital media as they used to get from traditional film, and OfficeMax decided to give it to them with its private label photo paper. In developing the product, OfficeMax looked at the overall trend of digital replacing film-loaded cameras, said Mike Kitz, OfficeMax VP of Brand and Product Development, but the company realized consumers aren't interested in trends so much as products directed specifically at when, how and why they take pictures. So, OfficeMax developed three product tiers, Everyday, Premium and Professional Plus. Each has a combination of carefully chosen paper and inks designed for a specific value position. Everyday is their product line for school projects and displaying simple images, Premium for sharing pictures with family and friends, and Professional Plus for keep-sakes like christenings and weddings. OfficeMax grabbed the attention of its customers in the photo paper roll-out with eye-catching packaging, prominent display and circular advertising, so it was easy to see that the retailer had the real needs of its customers in mind.

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