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Sellling New Features

TWICE:Will the next generation features in digital photography require a lot of hands-on explaining?

Lee:I wouldn’t say that that the retailers need to do it, but the customer needs to experience them physically. It’s much harder to see some of the features that are coming down the road over the Internet. To me you’ve got to have that hands-on “wow” factor. You pick it up and whether its Wi-Fi transfer or image stabilization or whatever it may be, it’s got to have a big “wow” factor. When you see that in person it adds a lot to the impact of the product.

Carr: It still goes back to their basic needs — I want it easy to use, I want great quality. It’s not necessarily the technical stuff. They just want to know how to get a great shot.

Peck: Let me add to what Nancy’s saying. I agree it really is all about the picture. You’ll see new processing chips that have the ability to recognize what you’re taking pictures of, which makes the whole process easier for the customer. They don’t necessarily need to understand how it does it but the end result is that the chip can recognize a person, a building, this is back-lit, this is an animal, subject’s moving, subject’s not moving, it’s a daylight shot, it’s a nighttime shot, etc. When the chips have the brains to do that, the end result is better pictures. It’s a great “wow” factor but they don’t necessarily need to understand how it works.

Campbell: But they do need to experience it. I mean, they’re making a purchase which is still a significant amount of money … I think the retailer that offers the environment that gives them the chance to get up there at the camera bar to play with product will help separate them [from the competition].