The digital revolution in photography has occurred and film and the silver halide process has been replaced. What’s the next disruption that could make digital feel like the good old days? Most of us know the answer. Mobile.
Millennials now make up the largest consumer segment in the economy; they represent $200 billion in annual buying power and they spend 5 hours a day on their mobile devices.
In an email I received from Manny Almeida, President, Imaging Division at Fujifilm, he said, “Photographers need to think about mobile as a way to extend their reach. It is how their customers are communicating and shopping.”
Daniel Newman, from Futurum Research, says, “Mobile is going to become the center of marketing. The evolution of mobile devices is one of the prime factors influencing the marketing world”.
Shutterfly, an organization that has demonstrated that they are learners and innovators, is taking action to capitalize on their acquisition of Lifetouch. Behaving like change agents they 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.
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 emerges as the next disruptor to our business.
If we don’t innovate we will evaporate. What do you intend to do with this next disruption?
Consider this quote from Theodore Roosevelt, “If you could kick the person in the pants responsible for most of your trouble you wouldn’t sit for a month.”
Shutterfly is revitalizing Lifetouch’s relationship with its consumers. Who is revitalizing your relationship with your consumers?