How can you best sell higher margin print products? With a story.
At its annual Pro Lab Workshop in Rochester, Kodak introduced its new Professional Collections & Creations Software, “delivering a front-end ordering solution that helps professional labs and their photographer clients present products and services as stories,” the company says.
“You have to meet the consumer with what they most immediately want before you can upsell them, “Kodak adds. What they want immediately is photos for sharing on Facebook; “the first thing people want to do with photos is share them with their social networks,” Kodak says. Next comes “memories in story form” such as albums and photo books. Only then can you easily sell prints and enlargements with which they can preserve their memories for a lifetime.
The Collections & Creations software on the front-end works with the latest version of its DP2 (Digital Print Production Software) workflow solution for professional labs on the back end. Together, Kodak says, they “make it easy to present and sell these types of offerings” and “they have the potential to help labs to shift their sales process from individual products to complete story-telling solutions and packages, and in turn, create more revenue opportunities.”
The front-end ordering system “changes how labs and photographers present valuable professional content,” Kodak adds, “from disparate products to thoughtfully created sets. These sets, which include both soft and hard copy, follow a logical flow that allows photographers to guide their clients through a storytelling process, from start to finish… to show consumers what’s possible with their professional content and do so in an experiential way that creates an emotional connection among the consumers, their images and their story.”
DP2 version 16 also delivers image quality and productivity improvements, the company says. It now includes enhanced Animoto video slideshow features, “which make it possible for those labs that work directly with consumers (school photography, sporting event, nurseries, etc.) to offer this visually impactful soft-copy product.”