By Patrick Avenell
Olympus Imaging Australia has today launched an online store aimed at “increasing consumer satisfaction” and adding value “at the retail front”.
Unlike rival photography brands Canon and Sony, Olympus promises not to sell cameras directly to consumers through this online store, focusing instead on accessories.
“The opening of the new online Olympus store aims to increase consumer satisfaction by making Olympus camera accessories easily and readily available to purchase,” said Olympus marketing co-ordinator Alexandra Lithgow.
“Camera accessories such as batteries, cases, lens caps, and data cables are often not kept in regular stock by many camera retailers due to the slower pace of demand for such products. To serve consumers who may wish to easily purchase these ubiquitous accessories for their cameras, the new Olympus Store enables their direct purchase online.”
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In response to the prevailing view among retailers that suppliers selling directly online is a threat, Olympus has put an amusing spin on this announcement.
“The new online Olympus Store also aims to add value at the retail front as it doubles as a web-based accessories catalogue that retailers can display on in-store computers and tablet devices to assist their customers,” Lithgow said.
“Retailers will continue to have the ability to stock all accessory products featured in the Olympus Store and, by enabling camera owners to conveniently purchase camera accessories directly through the new website, we are confident that the site will increase consumer satisfaction and confidence in the Olympus brand.
“This ultimately further benefits our retail partners as it makes Olympus an easy brand to sell, trust and recommend.”