May 2019 Editor’s Note: Create a Retail Destination

May 2019 Editor’s Note: Create a Retail Destination


There are a lot of great products to brag about in this issue!

Our annual Retailers’ Choice Awards give our readers the chance to weigh in on their favorite products. We really appreciate the record number of dealers who participated in our survey this year.

Jerry-Grossman-cropped-7-2016 retail destination editor's note
Jerry Grossman

Our industry is always on the forefront of technology; judging by the winners and honorable mentions this year, manufacturers, distributors and engineers continue to turn out amazing products that are in lockstep with pushing the boundaries of capturing new kinds of images.

However, I’m not sure all retailers are really taking advantage of the power of the new technology that is unveiled every year. Retailers have been battling online sites for the customer’s dollar for years. Yet, as we know, the consumer’s decision shouldn’t always be about price.

Creating a Retail Destination

We should be examining our retail space and the potential we have to create an exciting environment, where both budding photographers and experienced enthusiasts can walk in and not just see hardware on the shelves. Most retailers offer classes that drive traffic, but we have to look beyond the obvious.

Think about what will invite someone into your store who isn’t necessarily looking to buy. Maybe they just want to talk, or learn. Or see great images. Or truly experience the products they’re contemplating.

Your store shouldn’t just exude products. It should exude the endless possibilities of imaging, from video to print, from travel to portraits, from film to digital. Think about how to make your store not just a retail location but also a retail destination.