Today I want to share some thoughts about camera retailers and retailing… because I am sick of camera stores competing purely on the basis of “rock-bottom prices.”
Has anyone noticed how difficult it is to compare the offering of one company to another anyway? The “packages” may contain different items and pricing them out gives me a headache.
How’s about you?
It’s not that price is irrelevant. I’m price-sensitive: photography supplies and equipment are often costly and I’d rather save money!
Customer-Focused Service
So many people say they don’t care about customer service. They complain that “costs of customer service” add to merchandise costs.
I disagree.
I remember the first camera equipment I purchased about ten years ago. I was visiting a friend in the UK and hit up a local retailer, Clifton Cameras. They could’ve taken me to the proverbial cleaners when I strolled into their store that afternoon.
Instead, the salesperson didn’t attempt to sell me anything. She listened to what I hoped to do with the camera instead. This good old-fashioned customer-oriented service “sold” me because I recognized how unimportant price is when we don’t understand value.
And, in my case, I hadn’t a good idea of what camera or equipment I needed. My goal was to take clear photos that I could post to a personal blog kept at the time.
What is Value?
When we both eventually arrived at what I needed, I bought it from Clifton Cameras. And I wasn’t really that interested in knowing how much more I paid by purchasing in a real store.
One of my friends did the comparison for me and he was a little peeved that I managed to better the low online bid! Not only did Clifton Cameras match the £150 cash rebate from Canon on a £1,749 purchase. My friend actually couldn’t find a more competitive price for real UK stock. Believe me, he tried.
And, Clifton Cameras give a two-year warranty that’s worth £££.
Reflecting on the experience, I’d say the cost of goods purchased was outstanding. (They didn’t advertise the camera I bought that day as a special or anything.) Yet the true value received resulted from the time the salesperson spent to determine what value for my money meant to me.
Buying Camera Equipment Online
When I recently ordered a new Leica X Vario at Clifton Cameras, I was delighted with timely delivery. I got tracking updates and knew precisely when my purchase would arrive. I’m not promising that everyone can have such a delightful ordering experience, but I suspect they can.
It was really easy to order and I got free shipping (over £150). Because of the free shipping offer, I added a Canon Pixma Pro 10 Printer to my order as well.
Customer Care
Yeah, this is one of those phrases that drives me crazy because I’m not sure what it really means. Kind of makes me think of “We’re sorry for any inconvenience” when the seller is telling one to bugger off.
In the experience with Clifton Cameras, I know – and appreciate – what customer care means. A lovely follow-up call was received two days to inquire about my happiness.
Buyer Happiness
I laughed into the phone receiver and said, yes, I got excellent value, speedy delivery, and the lowest price, too. That’s happiness to me.
I told the seller’s representative that they’re “swiftly efficient.” That’s heady praise I’ve never offered another retailer in any industry.
