Last week, Amazon rolled out a new service, called “Amazon Collections,” which lets consumers create a visual display of products they like, pulled from Amazon’s catalog of goods. Or as David Seifert wrote last week in The Verge, “Amazon Collections copies Pinterest’s layout to display your wish list.”
Pinterest, launched in early 2010, had more than 70 million users worldwide at the end of July 2013*, and has the potential to reshape the way in which commerce happens, as evidence by Amazon’s new service. In his article in Fast Company “Can Ben Silbermann Turn Pinterest Into The World’s Greatest Shopfront?” Max Chafkin writes “To create a pinboard is to say to the world, Here are the beautiful things that make me who I am–or who I want to be.”
So how do these two services relate to our professional lab customers? On Pinterest and through Amazon Collections, disparate individual products are curated to create a social visual representation (and purchases) that some argue is greater than its individual parts. We began thinking about this consumer behavior years ago and this past June, introduced KODAK PROFESSIONAL Collections and Creations software, to allow our professional lab customers to engage in this curation and present professional photographic output that mirrors this social, visual expression.
Collections represent the manifestation of what in the past we’ve described as our Prints, Pages and Screens strategy into a tangible product and an actionable plan for the professional market. We defined a Collection as a thematic compilation of photo products, such as DVDs, enhanced stills, prints, albums/books, photo gifts, and more to commemorate life’s treasured moments. This expert curation enables consumers to:
- Promote their memories and stories by sharing with family and friends anytime, anywhere. (digital output)
- Produce their memories in story form. (photo books, albums and keepsakes)
- Preserve their milestone memories for a lifetime. (heirloom prints)
The concept of Promote, Produce, and Preserve helps define the meaning of photographic-oriented Collections. And the order of these three benefits is crucial to successful sales: Promote memories first, then fast follow to produce them in story form, and complete the collection by preserving them in heirloom products.
Photographers are encouraged to lead with socialization products; digital products that meet consumers’ primary need to showcase their important life moments in their socially connected world. Consumers’ today expect to use their professional images in the same manner they do their own images – to share them anytime, anywhere. Once the photographer has achieved this objective, they can then move on to produce the memories in story form in albums, books, keepsakes, and more and complete the collection by preserving the memories for a lifetime in heirloom prints.
KODAK PROFESSIONAL Collections and Creations presents professional output, not as individual disparate products, but as a curated, visual representation of important life moments that enable consumers to share, tell, and preserve their milestone events.
*Semiocast, July 2013, “Pinterest has 70 million users More than 70% are in the U.S.”