Snap decisions

In the first in a new series of articles in association with Sony, we ask experts in their field to answer your questions and queries on product and technology-related issues. This month, Paul Genge, Sony UK’s trade marketing manager, focuses on digital imaging

Q: What are the latest consumer product trends in digital imaging?

A: The compact system camera market continues to grow, with consumers looking for products that offer the ability to be even more creative with photography.
Fun features such as Picture Effects are proving very popular and the new Sony NEX and Alpha series SLR cameras have a new built-in Picture Effect setting, adding impact to still images and HD video shooting with features such as Retro Photo, Pop colour and Posterisation.
3D is also a growing trend in digital imaging, with consumers who’ve purchased a 3D television creating a new audience interested in purchasing camera and camcorder products capable of recording 3D footage, so they can record, share and enjoy special moments in 3D on their 3D TV.

Q: How can retailers best demonstrate these new products in-store?

A: It’s really important that consumers have access to digital imaging products in-store. Samples shouldn’t be kept behind glass, they should be accessible to consumers. They should also be charged so consumers can have a hands-on experience.
It’s also important that retailers find out why the consumer is looking to make a purchase. Are they looking for a Handycam with a large internal memory to capture that once-in-a-lifetime holiday, or are they looking to step up from a Cyber-shot camera and not sure of the differences between a NEX and an Alpha series camera? Once the retailer has this information, they can explain the benefits of certain products and bring them to life by showing how they can help enhance the consumer’s experience.

There are various ways of demonstrating and bringing products to life; in addition to a hands-on experience, retailers should make use of the pointof- sale kits created by manufacturers, which explain product benefits. It’s also good to have TVs in the digital imaging areas in-store to show HD and 3D content. Retailers can also show consumers preprinted images, demonstrating the wow factor of features such as Sweep Panorama.

Q: What digital imaging trends are going to be big in 2012?

A: The popularity of translucent mirror technology will continue into 2012, offering consumers higher resolution images, and faster focus and frame rates. Larger memory cards and data storage will also be in demand and sharing images online will continue to prove popular.

Q: Should I encourage consumers to use and interact with the products in-store? Surely this brings with it security issues, doesn’t it?

A: Retailers need to be more security aware if they are allowing products to be demonstrated, but there are also added benefits. Shop-fit installations are a lot more sophisticated these days to allow for increased security and they can also be programmed to monitor customer habits. For example, knowing how many times a product is picked up will give retailers an idea of the most popular models. Improved stands can also offer side-by-side demos, so consumers can easily see the differences between models.

Q: Are consumers interested in the video capabilities of digital imaging products? What other features should I highlight?

A: Consumers are becoming increasingly interested in the video capabilities of imaging products. There are two kinds of consumers, film-makers who are looking for products that can aid their creativity, and traditional consumers, who want a product that can record video and still images in one device. Sony has products across its digital imaging range that offer Full HD recording so consumers can now enjoy high-quality video recording on the same device as still images.

Q: What sort of digital imaging products should I be promoting in the run-up to Christmas?

A: With Christmas fast approaching, there are lots of exciting digital imaging products from Sony that retailers can promote. The Bloggie makes a great gift for younger consumers, offering HD and 3D recording options and easy uploading to social networks. Highzoom cameras are a popular gift and the NEX camera system will also be a hit with consumers who are looking for high-quality images and the ability to be creative with their photography by using interchangeable lenses and the features associated with D-SLR photography but in a camera the size of a compact.

Next month, in the November 4 issue of ERT, we’ll be looking at the TV sector.

Please email your Ask the Expert questions and queries to

seanhannam@ERTgroup.co.uk

by October 19 and we’ll forward them to Sony’s product expert and publish the responses.