Vendors develop strategies for evolving photo category

Drug Store News, Sept 22, 1997 by Allene Symons

For example, the fully automatic systems take 23 minutes to make photos and the clerk-operator will only spend three to four minutes in actual labor time, explained Lammers. "Because the new systems are fully automatic from film developing to printing, it's possible to get top-quality prints with less skilled or experienced operators. Your clerks can spend more time in front of the customer offering additional goods and services."

* Polaroid's Sandy Posa, president of Polaroid's imaging consumer group, explained, "Polaroid's major initiative within the drug channel is to create constant category management improvement. One way is to work with our drug channel retail partners to better understand the shopping habits, trends and psychographics of the drug channel consumer. With the population changing, we want to share our product marketing research data with our retail customers so that together we can effectively target the consumer."

Polaroid plans to develop new products in the photographic category, such as two new photo products coming in the next three to six months: Black and White Instant film and Platinum Instant Film, which creates a finished image seven times faster than the current 600 film.

Along with new products, Polaroid is focusing on the convenience demanded by the drug store consumer by offering new packaging and promotions for a self-service environment. "We think it's critical that consumers quickly understand the features and benefits of our products," said Posa.

This year, Polaroid has also introduced EAS source taggable packaging. "It's one of the few products in all categories that has the tag beneath the packaging. We intend to roll this out in 1998 to all out customers who are willing to put our film in a self-service environment," said Posa.

* Vivitar offers photo products in a range of price points from entry to upper middle, according to spokesperson Chuck Peralta, executive vice president of marketing. Its products for drug chains come in see-through clamshell packaging and include batteries and film. Vivitar recently introduced Critter Cameras, a line of youth cameras that come in different shapes from robots to tigers and encourage children to get involved in photography. Other Vivitar cameras include the Big View point-and-shoot line, with a 200 percent larger viewfinder, ideal with eyeglasses or sun glasses. Vivitar also offers custom-designed displays for drug chains.