Retail Excellence:: More Than A Retailer
"We've been building a loyal customer base for 30 years," he said. "We believe we bring something to the table that the others don't. That has led to incremental sales, because we own that customer and we're able lead them to new technologies."
As part of Adorama's new education initiative, the company developed AdoramaTV under its Adorama Learning Center umbrella. The shows, which typically last about five minutes, feature regularly posted episodes for series such as "Digital Photography 1 on 1," "Product Reviews," "How They Do That," "App Reviews," and others. "We want people to understand the full potential of digital photography," Green said.
The company earlier last year also began a series of promotional campaigns designed to build community, attract new users and lead traditional customers to the latest technologies. The first of those campaigns—the APPOS, designed to showcase what customers can do with photo editing apps, and the iPhone Photography Contest - attracted about 2,000 entries, Schachter said.