When members of the Photo Research Organization (PRO) convened in Fort Lauderdale last month it was as much to look back as look ahead for an organization which represents the best interests of independent imaging retailers.
The four-day gathering marked the 50th anniversary for the retail cooperative originally launched in 1958. As the group embarks on its next half century, members will continue to rely on the same interchange of ideas, education and profit opportunities which has made the organization so integral to the success of imaging specialists over the years.
Those of us who cover the photo trade know PRO members are a proud bunch, quick to point out their affiliation with the group, and credit membership as a contributor to their success. Through decades of challenges PRO members have prospered from their enthusiasm for all aspects of photography and allegiance to the imaging customer.
“I’m in business today because of PRO,” began Lanonah Krumanocker of Shewmaker’s Camera & Digital Imaging in Colorado Springs, Co. “The intimacy of this event and the sense of family that PRO has is something you just don’t get anywhere else. The exchanging of ideas that you get from this organization and the feeling that you’re in this together …they put so much into their end of this relationship.”
In 1958 as today, a commitment to help each other profit has been the driving vision behind PRO’s success. Back then, six photo specialty dealers—Dave Covitz of School Street Camera in Massachusetts; Aaron Knopf of Eastern Camera Exchange in New York; Ben and Manny Levy of Levy’s in New Jersey; Ed London of the Fotoshop chain in New York; and Jim Schwartz of Jy James Camera in Connecticut— set aside any competitive differences to establish a group whereby they could share ideas and promote interest in what was then the world of film photography.
Fifty years on, it’s the imaging industry now and PRO is the largest and longest standing retail group of its kind serving photo specialty dealers. Its membership roster boasts 155 member firms and affiliates, representing 400 market leaders in sales of imaging products and services throughout the U.S. and a few abroad. About 100 members attended the event July 19 through 23 for the opportunities to network, attend seminars and roundtables, and see the latest imaging products which define all PRO conventions.
In part, they came to honor the roots of the organization, and especially PRO’s founding member Ed London. He served as the group’s president from 1962 through 1983 and remains an active supporter of the PRO members and endeavors. London was honored with the presentation of PRO’s first Lifetime Leadership award, recognizing his service to the organization and photo specialty channel.
“I’m proud to see the goals we set before us 50 years ago have been realized and that the future of this industry is very bright,” he commented at the convention.
While the group has realized the goals which first guided him and other charter members to work together, PRO has also become much more than they could have originally envisioned. As successive waves of new challenges confronted photo specialty dealers, the PRO group has served them with a forum for the interchange of ideas and strategic advice. This has enabled its members to survive and thrive while many competitors have fallen by the wayside.
Although it is frequently referred to as a “buying group” PRO today actually operates as a retail co-operative, entirely owned and managed by the independent imaging specialists who comprise its ranks. That this is an innovative group of entrepreneurs goes without saying. Many have joined simply because they recognize this is an organization which can help the small guy prosper in a market seemingly dominated by today’s brand of big chain and big box retailers.
PRO members retain their niche by providing the unrivaled expertise, knowledge and enthusiasm for all aspects of imaging not found in other retail channels. Current president Mike Worswick, long time owner of Wolfe Cameras, Camcorders and Computers, Topeka, KS, is typical of these service-oriented retail marketers, attuned and responsive to the changing needs of imaging customers.
“We continue to push the philosophy that working smarter is more important than working harder,” he explained. Worswick then pointed to emerging trends such as e-mail marketing, new in-store designs and the continued acceleration of e-commerce as things retailers need to get excited about. “It’s up to us to generate the demand for all the new exciting technology digital imaging is bringing with it.”
There’s also economic strength in numbers when retailers band together. PRO estimates its members combine for $1 billion in annual sales at retail. The group itself enjoyed $110 million in sales of wholesale photo, imaging and accessory products the last year alone.
That figure underscores one of the most effective ways PRO helps its members remain profitable in today’s fiercely competitive imaging marketplace. Members can proudly promote and display the PROMASTER line to enhance their customers’ enjoyment of imaging. These products, many of which are exclusive to the PROMASTER brand, deliver the best of what’s currently available in lucrative accessories.
The product catalog is comprehensive: batteries and battery products; binoculars, flash and optical memory products; photographic and inkjet media; digital picture frames; lightboxes; and a complete selection of lenses, filters and accessories and supplies for both amateur and professional camera users.
What’s more, the profit potential on these exclusive products is built-in, with gross margins averaging from 40 to 85 percent. Members who stock these items can offer their customers every conceivable accessory without the need to go head to head on heavily discounted brands stocked by other retailers.
An estimated 1500 products are stocked and delivered from PRO’s own warehouse. This 33,000 square foot facility is situated in Hatboro, PA. More than $8 million in inventory is ready for shipment within one business day to PRO members anywhere in the country. In addition to the entire PROMASTER line, the warehouse also distributes Panasonic digital cameras and camcorders, Lexar memory products, GE/Sanyo batteries, Crane inkjet media, Sima products, the Freeze-a-Frame magnet products, and the Olympus Stylus 1020 camera, a PRO exclusive.
Membership in the PRO group is inclusively limited to those who are serious about succeeding in the imaging marketplace, and willing to share their ideas and learn from like-minded peers. Enrollees in PRO’s Affiliate test member program pay monthly dues which entitle them to many of the groups programs and PROMASTER products. Although they cannot vote or share in the co-operative’s profits, they can attend most sessions at its yearly convention.
For full membership, enrollees must pay a membership initiation fee, purchase stock in the co-operative and monthly dues currently running $350. In return, they are entitled to the same privileges as affiliates, as well as special vendor programs running through the organization; optional payment terms; quarterly MAP rebates; yearly patronage credit and other rebates; attendance at all sessions at the PRO convention; and the right to vote for members of the group’s board of directors.
Fifty years on, PRO has put together a program which is helping secure the future for the independent imaging specialty dealer.
“This milestone couldn’t have happened without the vision of PRO’s founding members half a century ago, and the ongoing support of our retailers and affiliates throughout the United States,” said Jeff Neal, VP, Sales & Marketing at PRO, as the organization entered its second half century. ”It’s a pleasure to serve them and to help in the business success of each and every one of them.” yy
