“FUJIFILM ARE ONE OF THE REASONS WHY I KEPT THE COMPANY GOING…”

BPI News catches up Winchester Photographic owner Magali Cook, to discover how Fujifilm’s support has helped an established business under new ownership continue to serve and expand its loyal local customer base…

“ Fujifilm are one of the reasons why I kept the company going,” says Winchester Photographic’s Magali Cook, who bought the 20+ year-old business in 2018, after the previous owner retired. “Because if I need help, I know I have it.”

She adds that she felt the shop continuing to offer its print services locally was important as: “I consider Winchester Photographic as being part of Winchester itself.” Formerly a fulltime mum with experience in customer related roles prior to taking over, “I always wanted to run my own business,” Magali says, “but it always had to be a freehold, as I didn’t want to have to pay rent to somebody. I chose a photographic business because I studied interior design, so anything ‘arty’, I’m into it.”

With an enviably loyal customer base to support her, many of whom have been coming to the shop for the past 15 to 20 years, there is longevity and heritage to draw on here. “Every time customers need a new passport picture for the children, they automatically come here,” she reveals, acknowledging that ID photos are a steadily busy and profitable part of the business.

In short, Magali’s timely and ambitious purchase looks to have literally saved the photographic business – a customerfocused, family owned shop located near a busy bus stop in the centre of town – from vanishing entirely. However, initially at least, there was a short-term exit plan in place.

“Originally I said to my husband, when the wet lab goes, we’re closing down,” she admits. “But the shop is so popular and so loved by the customers in Winchester I’ve kept it going. Also, our full time manager, Tom, has been working in the shop for 14 years and knew inside out how the machines worked.”

Last October Magali and her team took another big step in replacing their ageing wet lab with a brand new Fujifilm dry lab – without any dip in the high quality of the prints, she notes. A contemporary update was completed with the installation of three new front-of-house Fujifilm kiosks, plus a cosmetic store makeover and refresh into the bargain. Further ambitious plans for 2020 include opening a dedicated photographic studio – Winchester Photographic Studio – just around the corner. With the aim of providing customers who want a portrait session with a more affordable option than most, naturally this plan to add a second arm to the business will help increase print sales with it, as well as bringing in more custom.

“We presently have all sorts of customers, including youngsters who know how to use technology and who are quite happy to use the kiosks. Even though the kiosks are very easy to use, if anyone has difficulty, we’re also quite happy to show them how to use it at any time. If we don’t answer the phone it’s because we’re busy helping customers. We’re very customer focused.”

As well as the installation of a new dry lab and black liveried kiosks to go with it, Magali says that after 20 years of the shop having not altered, she wanted to go for a brighter, more inviting interior, reflecting contemporary trends. “Before it was very dark with a huge counter right at the front,” she notes. “It needed a lick of paint to make it brighter and we also changed the floor to make that lighter. I didn’t want to put new kiosks in and just leave the rest of it how it was. The refresh was part prompted by the dry lab – I didn’t want our wet lab replaced with another wet lab because, as, since the cost would have been twice as much as a dry lab, we’d have had to increase the cost of our prints by quite a lot.”

As to whether Winchester Photographic’s customers have noticed the difference in how the store is now presented, the short answer is “definitely.” Acknowledging that some of the changes were obviously influenced by Fujifilm itself, the brand’s business advisor Wendy Gray was once again on hand to advise Magali on her venture.

“Wendy is the ‘eureka’ lady,” Magali enthuses. “Although every single town is different, she always has brilliant ideas. I’m proud to offer Fujifilm products, because of the quality, and the shop has always offered Fujifilm products.”

In terms of what does particularly well for the shop, photographic prints up to poster size, still provide the majority of orders. “Whereas online services may use thin paper, we use thick, top quality paper. And the customers do notice the difference. They’ll say ‘oh, these are better quality’, or ‘the colours are more bright.’ The printer is a Fujifilm printer and the paper we use is a Fujifilm paper. We offer photo gifts as well. Canvasses are a big part of our business – we could go for less quality – but even the bars for the canvases are supplied by Fujifilm. We also do well with mugs, T-shirts, place mats and coasters.”

Magali acknowledges that Fujifilm is also good when it comes to recommending products to her – though customer demand also prompts her to be proactive and self-motivated in seeking out possible new revenue streams. “As a shop owner you have to keep looking for what people want,” she agrees. “Although Fujifilm are good at giving advice, you also have to recognise that areas are different and really think about who your local customer base is.”

Speaking of which, Winchester Photographic notes that over 60% of its customers are 40+ years old. But that’s not the full story. As it also develops 35mm negative, the shop attracts a much younger, student crowd. “We’re the only ones in Winchester who offer that type of service. In fact our youngest customer is 11 years old and comes in with her mobile phone to play with the kiosks and order a couple of prints. I didn’t charge her at first because I thought it was cute how she’d used the kiosks without asking for any help.” So, despite what surveys may suggest, the younger generation is still interested in print.

“We also have a customer who is a mother and has been printing photographs since day one of the shop; she has four kids and comes every single day to make an album for each of her kids.”

While it sounds like Winchester Photographic’s regular customers would visit them wherever they were located – they also benefit from the passing footfall generated by a busy, central location at 77 St Georges Street. “Our location is excellent. We are just by the bus stop, behind the high street. While the high street would be location A, we’re somewhere between an A and a B.”

As regards the future of the business, there are plans for opening Winchester Photographic Studio just around the corner, as noted, with the aim of offering ‘affordable’ photo sessions, because, as Magali quite rightly believes, “memories matter”. Keep an eye on winchesterphoto.co.uk for future developments.

To learn more about how Fujifilm Photo Print Services can help advise, inspire and improve your own business and turnover, get in touch at photoimaging_uk@fujiflm.com or visit www.FujifilmPhotoServices.co.uk