Digital future - What's Hot

DSN Retailing Today, Nov 25, 2002

"The most energy coming from photo suppliers right now surrounds to make digital solutions from digital camera files ubiquitous and easy," said Garry Briddon, vp, gm of business development, Kodak consumer imaging. To accomplish this goal, manufacturers are churning out on-site retail print solutions at a rapid rate. Gretag unveiled its newest kiosk utilizing Polaroid's Opal print technology at PhotoKina; Fuji continues to expand its "Print at Retail" promotion; and Kodak recently added a new product to its family of digital print services in the form of a new test begun last month in Atlanta.

The product itself is a sleeker version of Kodak's Picture Maker kiosk that issues approximately one print every nine seconds. And while that makes it one of the fastest kiosk solutions on the market, what truly differentiates Kodak's program is the extensive market research that plays a prominent role in this test, according to Briddon.

"We are monitoring this very closely with research to determine what changes will take place in digital camera owners printing of pictures if printing options are easy and available everywhere," he said. The Atlanta test has 500 units already in place, is supported by heavy advertising in the market and crosses several channels, including drug chains, discounters, grocery, consumer electronics, computer and office supply stores as well as nontraditional outlets such as hotels. The idea is make sure consumers know the print stations are readily available, fast and easy to use. The data gleaned from the program is intended to help retailers with their future planning.

"Today, digital camera owners print between 8% and 10% of the images captured," said Briddon. "This will be very valuable for retailers going forward. It tells them what the business case is going to be, not just what the business is from the small percentage of prints being made from the small percentage of digital camera owners." And for retailers with sizeable investments in silver halide film and processing services that are considering making an even more sizeable investment in digital minilabs and kiosk programs, that information could make all the difference.