The results come as part of the company’s roll-out of the Kodak Photo Perfect service across Europe and were implemented to ensure the Service more than met the needs of consumers across the region. Initial results show:
- 74% of consumers surveyed were "completely satisfied" with their digitally processed pictures.
- 58% of those interviewed considered the digital pictures to be "better" or "much better" than those processed optically, which shows that consumers find a dramatic difference in their pictures with the new service.
- 64% of those interviewed said they would choose digital processing from the Kodak Photo Perfect Service next time.
"A significant number of consumers declared themselves completely satisfied with the service and thought it ‘significantly better’ than the optical solutions of our competitors. Kodak Photo Perfect Service improves the colours, shadow details and contrast in people’s photos," said Pierre Cohade, Chairman of Kodak Europe.
“In addition, it helps lighten dark subjects, brightens hazy photos and reduces extreme flashes - and all of this is done digitally by our labs. It goes to prove that we can help our consumers take visibly better pictures more of the time – and will help our retail customers offer a superior service to their customers.”
The Kodak Photo Perfect Service is an example of how Kodak is using digital technology to expand the benefits of film for consumers and give consumers visibly better pictures from film, increasing their enjoyment and satisfaction with photography. By giving consumers better pictures, Kodak also hopes to increase consumer demand for premium photo processing services.
Kodak Photo Perfect Service
By individually scanning and digitally processing each picture, Kodak Photo Perfect Service:
- Removes dark shadows
- Reveals richer detail
- Improves contrast
- Reveals more vibrant colour in pictures
Other highlights include:
- Each order printed on Kodak premium paper
- Index print that allows easy roll identification for ordering reprints and enlargements
- Sleeved negatives for protection
Market Availability
The initial launch was carried out in Austria because it offers a unique opportunity to test the service in a market that makes comparisons with the rest of Europe relatively easy. The launch came as part of the existing ‘Kodak Pictures’ brand and is being supported by one of Kodak’s largest marketing campaigns.
The knowledge gained from the launch in Austria will be applied to other markets as the service is being tested across the European region in 2003. Target test markets will include France, UK and Benelux. More details will be made available closer to the launch of the service in each market.
As part of a global effort, Kodak will launch the same service branded Kodak Perfect Touch in the United States and Canada. The service will be launched in the Midwest in the United States later this year and will be deployed nationwide through next year.
Consumer Education
Many consumers remain unaware of the role processing plays in achieving quality pictures. Kodak plans to support the Kodak Photo Perfect Service with an aggressive, integrated communications programme that includes advertising, compelling in-store merchandising and public relations to educate consumers on the digital processing difference. Highlights of this education programme include:
- Aggressive advertising campaign. Kodak Photo Perfect will become a central focus of Kodak’s multi-million dollar, “Share Moments. Share Life” campaign.
- Simplified merchandising packages. All in-store merchandising packages will incorporate clear options communicating the benefits of each service.
- Side-by-side comparisons. Consumers will see the difference first-hand through visual demonstrations that compare an optically processed image with the same image processed digitally, highlighting the dramatic improvements. This tool will be used prominently in all advertising and in-store displays.
(Kodak is a trade mark of Eastman Kodak Company.)