Jessops

What on earth do Jessops think they are doing? Seemingly lurching from one problem to the next they have just revealed another 5.5% sales slump compared to the same period last year (year on 41 weeks to July13th). Apparently in the three weeks leading up to July 13th sales slumped by 11%. Full report here

Could things get worse than the £7.5 Million in the red the company got into last year?

Despite closing 81 stores in the past twelve months Executive Chairman David Adams has just announced the company is opening more shops.

“An enhanced "World Camera Centre" format for our flagship London store building on the success of our Cardiff and Edinburgh World Camera Centres; A "Heartland" core store format incorporating a re-launched D&P area to reflect the new product and service offering, and more brand focussed product displays for hardware and accessories; and A "Jessops Lite" format which will carry a more focussed range of the most popular digital cameras, and related accessories.”

Jessops have made their business on selling to enthusiastic and serious Amateur photographers. The people who have serious money to spend on their hobby, and who are frequently found in camera clubs up and down the land.

Digital – it doesn’t matter, these camera ‘nerd’ are still there, still buying kit, and with the continual updating of equipment (digital cameras especially) by all the major manufacturers the scope for selling to these keen (and often highly knowledgeable) amateurs is as great now as it ever was, and in many ways the potential is higher.

But what are Jessops doing? Ignoring their natural client base (Amateur Photographer readers?) and still trying to beat the supermarkets at their own game.

Have you been into a Jessops store recently? Probably you haven’t, as you will most likely have got fed up with them years ago. But if you do you will usually be left wandering the store for some time. If like me you go in knowing what you want, you will be frustrated at the lack of staff and further frustrated at being seemingly ignored. Fifteen minutes is my record. Why bother? Calumet, give a better service, treat you like a long lost son, rather than an inconvenience, have a better selection of kit and in most cases in my experience are actually a better deal! Why would anyone want to go to Jessops?

It is a shame. I have purchased many thousands of pounds worth of equipment in the past, I have even trained up the occasional staff member in the ways of the Photography business and Photoshop and suchlike.

Jessops should stop trying to beat the supermarkets and electrical retailers such as Comet, and turn back to their natural client base, those keen amateurs, and even Professionals. Provide a service, do regular evening talks, equipment demonstration weekends, tutorials. Talk to the camera clubs; make the natural Jessops client want to come back. Jessops won’t do that with low price compacts and cheap printing. You can get those anywhere…


© Pete Jenkins
www.petejenkins.co.uk
www.photographerspro.eu/pete_jenkins/ www.onlinepictureproof.com/petejenkins