Since the Austrians take more and more photos with their mobile phones every year, which they like to convert into photo books, the company of Happy Foto, Cewe and Co. crisis resistant. Customer prices are under pressure from fierce competition.
The formula is simple: if Austrians go on holiday more often, they will later make more photo books from the stream of photos. This year is a travel year, which the industry is happy with. “Many don’t start their photo book projects until late summer,” reports HappyFoto boss Marlene Kittel, who already sold considerably more in the first half of the year than the year before.
A birthday campaign, some of which offer savings of up to 45 percent, should attract even more customers. “The books are getting bigger again. The number of pages increases with every order,” says Robert Hartlauer happily. He currently sells A4 photo books at prices as low as minus 55 percent.
“We are currently experiencing a renaissance of printed memories,” analyzes Christian Freischlager of dm, whose turnover has increased by ten percent this year. Classic photos also develop well above average with Billa.
In addition to the classics, Hofer also offers mugs from Leiberl and Co. wanted. The discounter is therefore offering a 15 percent discount on personalized photo gifts until September 10. At Lidl, customers can buy many products 25 percent cheaper from September 4.
Trend towards valuable products identified
Cewe signals a trend towards special photo books (weddings, city trips, children). Austrian boss Ewald Hahn: “Video integration via QR code is also often used, because personal messages in moving images are much more emotional.” Overall, there is a trend towards high-quality products.
The environment plays an important role for many. “There is an increasing demand for sustainable formulas and options,” reports Bipa spokesman Paul Pöttschacher. That is why the drugstore chain is launching a sustainable version of the photo book in September, made from certified recycled paper. As with other providers, there is no lamination foil on the cover. This makes the photo book recyclable.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
