Being at the helm of a retail operation that started in 1920 has a certain expectation to it: you survived that long, you best keep evolving. Kathy Bogosian, co-owner of The Camera Shop, a digital imaging retailer in the Philadelphia suburb of Bryn Mawr, Pa., is intending to do just that. “Selling a digital camera is just the beginning,” she says. “We give camera customers a coupon for free prints, free software that links them to our Web site, and 50% off on [new imaging products like] posters. …What we really want is to get them into Digital 101, our version of the Geek Squad.”
Digital 101 is a relatively new concept at The Camera Shop, an introduction-to-digital-photography class that Bogosian’s sales staff teaches in the store’s studio-turned-classroom. “We set this up as a selling tool to move equipment, quite truthfully,” says Bogosian. “It helps people get a handle on the all the things they need to add on to their experience, like a memory card, case, card reader, and a system for handling their files.”
Once customers graduate from the 101 seminar, they’re eligible to take low-priced workshops about more advanced camera skills, some taught by manufacturer reps. Bogosian says another profitable instructional tool is a new program she calls personal tutoring. “Say you have a Rebel XTi and you’re going on a trip and can’t wait for a class. For $70, we’ll give you an hour with someone who can walk you through all the menus and teach you how to use the camera’s features. We’ve had good success with that.”
