Digitisation in the world of photography led to upheaval for businesses based on the production of negatives, photographic paper and laboratory work. The ability to produce and store quality digital photographs in devices radically transformed the sector. Three years ago Fujifilm took a step forward in innovation when it decided to open a shop in Barcelona, the Wonder Photo Shop (Gran de Gràcia, 1), inviting users to print out their photos with the help of digital technologies. Promoting creativity and enabling the creation of exclusive and personalised products have been key features to the innovation brought about by the company.
“Fuji looked for a reason to entice users back to printing photos and to win over the young public, who had no interest in printing photos as they only wanted to keep them on their mobiles”, explains Javier Larios, manager of the Wonder Photo Shop project for Spain and Portugal. And the reason consisted of providing a new experience in the shop for customers. Fuji met that goal by designing new cameras (the Instax range) that allowed users to print out their photos instantly and by offering numerous options for customers to create their own memory-lane albums, among other things.
Barcelona’s Wonder Photo Shop won the 2018 Barcelona Commerce Prize for Innovation in retail through its new methods of attracting customers and offering them solutions, adapting to new user behaviour and thinking of the new consumers for exploiting their creativity.
Printing photos and scrapbooking or decowall
The shop’s big attraction for customers are the offers that are put at their disposal for interacting with their mobile devices and printing photos, creating photographic-decoration elements (decowall), scrapbooking, and generally, getting the very most out of the photographic services offered, enabling the photos to be kept in several formats, sizes and surfaces, with miniatures or even giant posters.
Scrapbooking is one of the favourite tools among the shop’s users, because more than anything it enables them to obtain an exclusive product: “Personalisation is the key, a solution that many brands in several sectors apply to offer added value for their customers”, Larios emphasises.
Personalisation as added value. Different areas in the shop provide users with accessories to craft their own creations, from calendars to collages, with staff also on hand to offer advice. In fact, the star product is the creation of decorative elements using photography, for example on silver foil, complemented with scrapbooking accessory kits.
In addition, workshops are periodically held featuring scrapbooking-specialist professionals, where users pay a token fee for using materials and take away their work.
In short, it’s about “creating experiences” in the shop, Larios points out, which are also provided through online channels. Buying on the internet and taking part in shop. “All businesses today are omnichannel as people not only shop exclusively in person inside shops (“off”) but also online (“on”) . That means the products and services offered on the internet have to be the same as those found in the establishment in the street, which doesn’t cease to be continuity”, he affirms. Omnichannelling is another of the cornerstones for today’s shops. “It’s a new dynamic, as shops are both on and off, feeding from both areas”, he asserts.
The Gràcia shop has set trends and shown the way ahead for Fuji. “The shop on 5th Avenue in New York is the same as the one in Barcelona, which has established the style guide for these shops on a global level: Toronto, Paris, Prague, Cologne and so on. Tokyo is very happy with Barcelona and here – says Javier Larios – we are receiving visits from everyone interested in opening a new establishment”.
Obtaining and analysing data
Obtaining and analysing data are also a cornerstone for the business: various heat sensors in the Barcelona shop record the areas where there are more customers; the music is programmed by the hour, depending on the type of customers; millennials come over between 6 pm and 8 pm; purchase ratios and profiles of customer are analysed, 73% of whom are women.
It is only three years since the shop first opened and there are already more new ideas, for example, to offer a welcome kit to Barcelona’s hotel guests so they can print out in their rooms any photos they’ve taken while out in the city, and to reach agreements with restaurants. “Thanks to the digital world, many things can now be done which were previously very difficult in analogical photo laboratories”, Larios concludes. The field is open to creativity.