Retailers capitalize on innovative photo products
Photo-processing is evolving, but it is far from finished. “While consumers are capturing, deleting and electronically sharing more images than ever before, they also are motivated to print larger [photos] and utilize their special images in other product forms,” said Bing Liem, VP sales for Fujifilm North America.
Retailers are finding profit opportunities in the “expressions” market, according to Gary Pageau, publisher of content development and strategic initiatives at the Photo Marketing Association.
The photo publishing business, for example, will reach $1.4 billion, with card and photo book products representing 46% and 30%, respectively, according to PMA forecasts. Photo book sales are projected to grow 9% alone in 2011 to $490 million, Pageau said.
Greeting cards also are a big opportunity and an area where licensed content can drive sales. Kodak recently partnered with the movie “Hop” on cards that contained “Hop” content. “Licensed mash-ups in this segment are a growing trend,” Pageau said.
Since ordering online with pickup at retail has become more common, the next opportunity is to find ways for consumers to share pictures from different locations.
The article above is part of the DSN Category Review Series. For the complete Photo Publishing Buy-In Report, including extensive charts, data and more analysis, click here.