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Following a trial, the Dakis system was selected and a successful entry into the world of e–commerce began

20 MAY 2010 | BPI BPI | MAY 2010 21

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THE camera centre has

been serving the residents of

Shetland and its visitors for

over three decades. Like many

in the industry, it has enjoyed

boom times in the past but has

faced real challenges in recent

years. owner cecil Hughson and

manager Ben Mullay (left) knew

they needed to reposition the

shop to meet the needs of the

rapidly emerging market.

In early 2009 the process

of transformation began, led by

a strategic plan along with the

support of staff and suppliers.

It was the start of a journey

that would see every aspect of

the business analysed, refined

and scrutinised again, before it

became ‘the new way’.

Traditional photo shops have

a big selection of stock that is

often difficult to merchandise.

The camera centre was no

different, trying to pack a huge

number of products into its

compact retail area. The formula

was dated and didn’t reflect the

fresh new digital technology

they were trying to embrace.

Rationalisation was needed

to define categories and feature

new products and services. What

followed was a dramatic re-

formatting of the store, marking

a very visible beginning for the

project.

A key element of the strategy

cecil and Ben followed centred

on a new marketing plan. This

was designed to keep The

camera centre front of mind

in consumers’ thoughts for all

things imaging.

Whilst there are no other

specialists in this category on

the Islands, usual competitors

for prints and passport photos

are nearby - not forgetting the

internet. The camera centre

wanted to reinforce its many

years of experience, local

knowledge and reputation for

quality which were customer

feedback identified as key

success factors.

Utilising a successful

formula, 12 months of activities

were mapped out covering

every conceivable marketing

opportunity. now the shop has

regularly changing offers, along

with seasonal campaigns for

christmas, Easter, Valentines,

Mother’s and Father’s days.

These are boosted by direct

mail campaigns, press releases,

community events and business-

to-business offers. The

integrated system has worked,

with staff and customers re-

energised through constant

promotional activity.

The company found other un-

expected economies in the new

marketing strategy too. With

frequent demands from local

media for advertising, often at

short notice, the new format

ensured resources were not

taken up unnecessarily.

“We know well in advance

what our needs will be,” explains

Ben. “That means we don’t

advertise reactively - which

used to cost us financially and

in the time preparing the ads.”

Whilst the print business

was successful, Ben and cecil

knew that photo gifting, books

and decor products were vital

to delivering growth. In the

mainland, offering and out-

sourcing these products would

be a simple addition to the

business. With extended delivery

times, outsourcing from the

Shetlands was simply not an

option - they would have to

be completed in-house. In the

following months, both spent

hours researching suppliers and

methods to make this a reality.

Following a tip from

another successful lab owner,

they discovered a new range

of Adventa Instant Photo

gifts, developed by Welsh

manufacturer, Innovamill.

These insertable products

covered the most popular lines

and made good use of the

company’s existing investment

in equipment. The camera

centre committed a large area

of merchandising near its kiosks

to the gifts. The results have

exceeded initial expectations,

with consistent growth and

strong customer acceptance.

Like many minilabs, The

camera centre had been

struggling to boost order value -

especially when some only want

one or two prints.

“With the new gifting

products we now find people

will also buy drink coasters, key

fobs or even a placemat, which

has dramatically lifted our past

averages,’’ says Ben.

not content with

comprehensive instant gifting

selection the management team

then lifted their sights to an

online solution. With a large

number of overseas ex-pats

and customers spread around

Shetland’s many islands, the

web was the only way to capture

and manage these orders.

Following a recommendation

and trial, the dakis system was

selected and began what has

been a successful entry into the

world of e-commerce.

With the ability to develop

templates for gifting products,

Ben and his team set about

adding each item from the

Adventa range to the website.

This resulted in a wide variety

of styles and sizes that have

proven popular with both

consumers and business

customers.

Summer is a busy time for

The camera centre - especially

this year. With the Islands’

growing popularity as a tourist

destination, photography is

top of many visitors’ agenda.

Beginning in May the first of a

record 50 cruise liners will visit,

bringing in up to 29,000 people

to stroll around Lerwick’s tiny

streets.

cecil, Ben and their team will

be ready with renewed energy

and a business that looks set

to be still enjoying success in

another 30 years’ time.

The camera centre, Lerwick, Shetland and some of its promotions.

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.

How the camera centre in Shetland found its ‘new way’

“With the new gifting products we now find people will also buy drink

coasters, key fobs or even a placemat, which has dramatically lifted our

past averages’’