PRO Convention continues reshaping of camera retail

The Photographic Research Organization (PRO) held its annual fall convention last week at the Talking Stick Resort in Scottsdale, AZ. As a private buying group, the happenings at the meeting are not made public; The Dead Pixels Society attends as a guest. As a result, a detailed show report is not done.

There are, however, several trends that have become apparent after attending years of events. Camera dealers are adapting to a market in which growth no longer depends on simply stocking the latest bodies and lenses. Presentations at the PRO convention showed retailers expanding through film services, used equipment, education, digital tools, inclusive marketing, and stronger customer relationships.

Most impressive was the attendance of high-level executives from OM Digital Solutions and Fujifilm at the trade show and sessions.

Relationships is a word that was repeatedly heard around the conference. There is the relationship between the dealers, the staff members they bring, and the vendors in the trade show. There is also the relationship between the retailer and the customer and it was this relationship that dominated the conversations.

The convention also emphasized the physical store. Outdated displays, dirty equipment, empty shelves, unanswered calls and neglected maintenance can signal that a retailer is no longer committed to the business. Dealers were encouraged to work with vendors on updated displays and evaluate their stores from the perspective of customers who visit only occasionally.

The new camera dealer

The central message from the PRO convention was that the camera-dealer category is growing by becoming more than a place to buy equipment. Successful dealers are acting as service providers, educators, community organizers, used-equipment specialists and technology-enabled local experts. Their competitive advantage is not simply matching online prices. It is giving customers reasons to visit, return and regard the store as their first destination for photography.

The population making up the dealer membership is also changing. Over the past few years, the demographics of dealers is skewing younger, as older PRO members age out of the business and pass along their operations into younger hands. And, in many cases, those hands belong to a woman and/or a person of color.

The interest of younger photographers offers another encouraging sign. Gen Z consumers are drawn to the tactile process of film and physical media while remaining deeply engaged with digital photography, video and social content,  dealers. This combination creates opportunities across film, processing, used cameras, compact digital models and creator-oriented products.

This trend was present at a Women in Photo Panel at a PRO general session. The discussion was moderated by Meredith Reinker, managing partner of Roberts Camera, and featured Roui Kamienowicz, COO of Samy’s Camera; Lana Moody of ProMaster; and Cindy Livingston, director of marketing at Precision Camera & Video. Rebecca Kaplan, co-owner of Glazer’s Camera, also contributed to the discussion.

Reinker opened with statistics showing women account for about 46% of professional photographers, 44% of content creators and 72% of social-media influencers. While those figures were not specific to photo specialty, she said they illustrate the size of a market camera retailers cannot afford to overlook.

Livingston said retailers must take complaints about condescending or sexist treatment seriously. A negative review may represent several other customers who had similar experiences but simply stopped shopping at the store.

“If it’s a real review, every person who reports something like that, there are five other women who have had a similar experience in your store,” Livingston said.

Moody said women working in sales and retail are frequently expected to demonstrate technical competence before receiving the respect automatically extended to male colleagues. Women often must establish their credentials, she said, even when their position should already signal their expertise.

Product design was another concern. Kamienowicz said many cameras and lenses remain large and heavy, potentially reflecting assumptions about male users. The issue is not creating products in stereotypically feminine colors, she said, but recognizing demand for smaller, lighter equipment among women and older photographers.

The panelists said representation in marketing and education can help change customer perceptions. Livingston said Precision Camera frequently features female employees in new-product videos, particularly when explaining specifications and technical features. Female viewers appear to respond positively to seeing women confidently discuss equipment.

Representation behind the counter matters as well. Kaplan said female customers regularly tell Glazer’s employees they are pleased to find a woman available to help them. Hiring women, however, is only the beginning. Retailers must provide mentoring, training and opportunities for advancement.

“Everybody had to be given their first shot into the camera industry,” Livingston said. “If you sincerely want to hire and retain more women, you have to give them their first shot.”