In the previous two articles we examined why photography companies fail. In part 3 we identify six characteristics demonstrated by leaders who survive and profit from the disruption that could have resulted in failure.
So, what do the survivors do? They don’t leave their business to chance-they act! But as we learned in Part 2 acting, just doing something can mean doing the wrong thing.
Six Characteristics of Survivors
Whether your business is big or small, it’s important to always keep up with the needs of the market. And to steer clear of “it can’t happen to me”. It can happen to you.
I have an axiom for you to remember and a question to ask you to consider as you lead your photo business:
What’s the Next Disruption?
In Part 2 we identified MOBILE as the next major disruptor to the photography industry.
Reaching and engaging today’s parents means delivering the experience they expect, when and where they want it – on their smart device. The behaviors that determined failure or success when the digital disruption occurred are the very factors demanding our attention today as mobile technology emerges as the next disruptor to our business.
Shutterfly, an organization that has demonstrated that they are learnersand innovators, is taking action to capitalize on their acquisition of Lifetouch. Behaving like change agentsthey are driving digital solutions into the volume photography space.
This fall Shutterfly is sending an email notification to Lifetouch customers that allows mom to connect to or create a Shutterfly account. This is a key step in Shutterfly’s strategy to modernize the Lifetouch consumer experience and convert Lifetouch’s customer base to Shutterfly’s Consumer business.
Currently, less than 50% of Lifetouch’s school business is purchased on-line. Lifetouch President and CEO Michael Meek articulated his desire to drive that number higher in a recent analysts meeting. At the same meeting Shutterfly CEO Chris North stated that there is a long and rich list of investments Shutterfly wants to make in Lifetouch…among them a Lifetouch mobile app.
CaptureLife recently shared the results of a survey they conducted that revealed that 76% of parents would value the convenience of having school pictures delivered to their phone and that 50% take a picture of a print to get it on their phone.
Shutterfly is revitalizing Lifetouch’s relationship with its consumers. Who is revitalizing your relationship with your consumers?