( * The photo is an image / PIXTA)

There is a camera shop where a professional photographer is a salesperson.Unlike other home appliances chains, the clerk has the know -how, passion, and thoughts cultivated with many years of professional experience as a professional.This difference creates a fundamental competitive advantage.Doug Stevens will explain the possibility of retail stores in the post -digital era in his book, "Retail Type and Consumer Questions" (President).

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Get the know -how of professional photographers

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Even after the pandemic, there are at least 10 questions that consumers have over the times. Consumers are looking for an answer to this question. Moreover, there are questions that do not answer in monsters and mini marketplaces that reign at the top. If your brand gives a clear answer to these questions, not only can you differentiate itself in a specific category, but also have a reasonable amount of sales and interests that are not similar to the scale. You should also demonstrate your profitability. (7) "Sage" type ■ Consumer questions "Where can you get the best advice?" A few years ago, when traveling to California, his wife gave me a digital SLR camera. In fact, it was my first full -fledged camera in my life. When I get a new thing, I have a habit of being able to get rid of it in the middle to learn how to use it. As expected, at that time, I got into the bottomless swamp for photography and I couldn't get out. If you like photos, you'll know, but the camera swamp is ridiculously deep and a money -eating bunk. At first I read articles and blogs and watched videos, but I started to go to local photo courses. He gently absorbed knowledge about photos. Meanwhile, I noticed that the name of a certain store appeared frequently in articles and discussions read online. It is a store called "B & H Photo Video". In 1973, Blymnie Schlevers and her husband, Harman, opened a small camera store on the 17th Warren Street in New York City. Currently, it has relocated to 9th Avenue and sells more than 400,000 cameras using the three floors of the building. The store, which praised professional photographers, is not only a famous store in the New York City, but also has customers around the world through online shops. As soon as you step into the store, you will notice the sound of the belt conveyor installed above the head. It is reminiscent of the factory that appears in the movie "Dream Chocolate Factory" (or "Charlie and Chocolate Factory" based on the same original), but in this conveyor, from the huge order processing area behind the sales floor to the table cash register. Products ordered by customers are carried. The inside of the store is crowded with many customers, from tourists who stopped at rarity to professional photographers, and there are many beginners like me like me. In short, it's a paradise that loves photography. But the most notable in B & H is probably not on the shelves inside this store. Most of the products handled by the store can be ordered online while staying at home, but there are only exceptions. It is the know -how unique to B & H. It is important to note that I do not dare to use the word "product knowledge". If you go to the B & H website, it is obvious why you used the word know -how. Many retailers perceive employees as vague "collectors", and they are just imagined that they can be used at any time, like stock photos or something, but in B & H, one expert. He has released his face photo and a biography. If you look at this base, you will notice something difficult. It is a genuine expert with employees. Unlike the home appliance chain in that area, B & H does not want people who like sales work or those who want to study photos. I refuse. In fact, they hire a professional photographer who can work at a dealer. A general consumer electronics store employees try to increase their product knowledge by taking some courses. B & H employees have the know -how, passion, and thoughts cultivated in long -standing experience as a professional. This difference creates a fundamental competitive advantage. The former is simply a retail store. The latter is a "sage" retailer, as to me. The "sage" type is not only a rich knowledge of product knowledge, but also a rush temple when you want a true know -how in your specialty. The difference is decisive. Knowledge can be acquired without experience. Even if you have never visited the Greek islands, you will acquire that knowledge. On the other hand, if you have never experienced know -how, you will not be polished. Looking back on history, there is no time to say this difference. why. In the post -digital world, knowledge, like many other things, is a touch that cannot be differentiated. According to a 2017 consumer survey, 83 % of the respondents said, "I feel that I feel more knowledge than store sales staff." However, when it comes to know -how, the story is different, and I can't learn without a real experience. What a "sage" type brand gives is such a deep -level know -how. Sorry people may find that B & H is caught in the management of a single store. It seems that you can hear the voice, "Because B & H is the best way to do that, it is impossible to do it with a large chain." Certainly, in the case of a "sage" type, the scale is an enemy. This is because this type cannot be maintained without securing a few special people among the human resources. Nevertheless, retailers who develop business on outdoor accessories recreational handsup (REI) and cosmetics Sefora have hired and nurtured enthusiastic fans and enthusiasts in the field, making it possible to use large chains. Prove that it is. Anyone can buy a camera on Amazon. But what you can't get there is the know -how and advice unique to B & H.