Wolfe

"We try to have an explainable value proposition for everything we sell," he says. Wolfe's staff is dedicated to conveying this message. "We're always trying to have customers understand that we're better," Mike adds. This holds true for products that fill the shelves and services that Wolfe's offers. "We've found that customers [finally] have figured out they can print digital," Mike says. "We must make our customers want to drive past competitors to print pictures with us. Multiple kiosk units are key: there are currently 14 workstations, with room to expand that to 22, if needed. "We're trying to create an experience that's enjoyable and relaxing, so they don't have to wait a half hour for a kiosk," he adds. Wolfe's took possession of the HP Photosmart Studio in late October. According to Mike, calendars were the highest-volume product for the month of December. Mike expects January's to be photo books. And photo books are another example of how Wolfe's caters to its customers. They can be created in-store via the Easy Photo Station or online by customers who upload their images. "In the picture business, however your customer wants to use a picture-printing at home, in-store, online-you need to cater to them," Mike says. Offer multiple solutions for different customers: supply do-it-yourself customers with the inks and media to print at home; offer convenient photofinishing in-store for customers who don't want to do it themselves, and kiosks for those who want to sit and stay awhile and not just drop a print order at the counter; and make online uploading available for those who want the flexibility to submit a photofinishing order 24/7. Another way that Wolfe's shows added value to its customers is at the point of sale. When a customer comes in to purchase a digital camera, Wolfe's staff probes them with questions to help find them the appropriate camera out of the 90 or so that Wolfe's carries. Mike explains that as part of that convenience, they'll also show customers what other items they'll need for the camera to work well. This results in add-on sales of accessories. To stay competitive in the marketplace, Wolfe's offers classes (they're offered free of charge to Wolfe's customers), or will often throw in free printing-things the mass guys aren't doing, and it adds value.