The Camera Centre in Shetland, UK has transformed its business over the past few years through a strategic rebranding and marketing plan. They rationalized their product selection, redesigned their store layout, and developed a 12-month marketing calendar with regular promotions. A key success was introducing personalized photo gifts which attracted new customers and significantly increased average sales. The business also created an online store using the Dakis system to better serve customers across the islands and attract overseas visitors. Through these changes, The Camera Centre has reenergized its business and customers.

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BusinessSpotlight
BusinessSpotlight
Following a trial, the Dakis system was
selected and a successful entry into the
world of e–commerce began
THE Camera Centre has success factors.
been serving the residents of Utilising a successful
Shetland and its visitors for formula, 12 months of activities
over three decades. Like many were mapped out covering
in the industry, it has enjoyed every conceivable marketing
boom times in the past but has opportunity. Now the shop has
faced real challenges in recent regularly changing offers, along
years. Owner Cecil Hughson and with seasonal campaigns for
manager Ben Mullay (left) knew Christmas, Easter, Valentines,
they needed to reposition the Mother’s and Father’s Days.
shop to meet the needs of the These are boosted by direct
rapidly emerging market. mail campaigns, press releases,
In early 2009 the process community events and business-
of transformation began, led by to-business offers. The
a strategic plan along with the integrated system has worked,
The Camera Centre, Lerwick, Shetland and some of its promotions.
support of staff and suppliers. with staff and customers re-
It was the start of a journey energised through constant hours researching suppliers and comprehensive instant gifting
that would see every aspect of promotional activity. methods to make this a reality. selection the management team
the business analysed, refined The company found other un- Following a tip from then lifted their sights to an
and scrutinised again, before it expected economies in the new another successful lab owner, online solution. With a large
became ‘the new way’. marketing strategy too. With they discovered a new range number of overseas ex-pats
Traditional photo shops have frequent demands from local of Adventa Instant Photo and customers spread around
a big selection of stock that is media for advertising, often at Gifts, developed by Welsh Shetland’s many islands, the
often difficult to merchandise. short notice, the new format manufacturer, Innovamill. web was the only way to capture
The Camera Centre was no ensured resources were not These insertable products and manage these orders.
different, trying to pack a huge taken up unnecessarily. covered the most popular lines Following a recommendation
number of products into its “We know well in advance and made good use of the and trial, the Dakis system was
compact retail area. The formula what our needs will be,” explains company’s existing investment selected and began what has
was dated and didn’t reflect the Ben. “That means we don’t in equipment. The Camera been a successful entry into the
fresh new digital technology advertise reactively - which Centre committed a large area world of e-commerce.
they were trying to embrace. used to cost us financially and of merchandising near its kiosks With the ability to develop
Rationalisation was needed in the time preparing the ads.” to the gifts. The results have templates for gifting products,
to define categories and feature Whilst the print business exceeded initial expectations, Ben and his team set about
new products and services. What was successful, Ben and Cecil with consistent growth and adding each item from the
followed was a dramatic re- Adventa range to the website.
formatting of the store, marking “With the new gifting products we This resulted in a wide variety
a very visible beginning for the
project.
now find people will also buy drink of styles and sizes that have
proven popular with both
A key element of the strategy coasters, key fobs or even a placemat, consumers and business
Cecil and Ben followed centred
on a new marketing plan. This
which has dramatically lifted our customers.
Summer is a busy time for
was designed to keep The past averages’’ The Camera Centre - especially
Camera Centre front of mind this year. With the Islands’
How the Camera
in consumers’ thoughts for all strong customer acceptance. growing popularity as a tourist
things imaging. knew that photo gifting, books Like many minilabs, The destination, photography is
Whilst there are no other and decor products were vital Camera Centre had been top of many visitors’ agenda.
specialists in this category on to delivering growth. In the struggling to boost order value - Beginning in May the first of a
the Islands, usual competitors mainland, offering and out- especially when some only want record 50 cruise liners will visit,
for prints and passport photos sourcing these products would
Centre in Shetland
one or two prints. bringing in up to 29,000 people
are nearby - not forgetting the be a simple addition to the “With the new gifting to stroll around Lerwick’s tiny
internet. The Camera Centre business. With extended delivery products we now find people streets.
wanted to reinforce its many times, outsourcing from the will also buy drink coasters, key Cecil, Ben and their team will
years of experience, local Shetlands was simply not an fobs or even a placemat, which be ready with renewed energy
knowledge and reputation for option - they would have to has dramatically lifted our past and a business that looks set
found its ‘new way’
quality which were customer be completed in-house. In the averages,’’ says Ben. to be still enjoying success in
feedback identified as key following months, both spent Not content with another 30 years’ time.
This month’s Business Spotlight report came from Lorraine Nicholson, client services manager, First Retail.
First Retail is an active member of PMA, providing business advice to photo retailers around the world.
20 MAY 2010 | BPI bpi supported by BPI | may 2010 21