By Aimee Chanthadavong

Photographic retail chain Camera House has launched its e-commerce website that will be selling over 600 photographic products.

Adam Slattery, Camera House strategic marketing manager, told Retailbiz the company felt it was time to upgrade the website, which previously only provided access to an online photo printing store.

“We initially launched our website in May 2005 but it was starting to get a little older and it didn’t evolve with the business so we’re delivering the new website on two objectives. Because our businesses are co-op and individually owned and operated it was core for us to introduce an e-commerce website to act as a reference to buying online and take advantage of multi-channelling,” he said.

“We really needed to integrate with our brick and mortar stores and delivering our website as an advertising medium is our way of doing that.”

The site, which has been created by Sydney-based website developers Wiliam, features a range of information for the customer to make their purchase including content from leading photographic brands, user generated content in the galleries and blog plus comprehensive product information, including ratings and reviews.

The company said with the new site, its aim is to grow existing site visitors by 100 per cent in the first six months, create new revenue growth for the group, enhance the brand and drive new customers in-store

“In September last year, we did a bit of research and found that our core demographic are females between 25 to 39 and our secondary demographic were younger, so this website aims to accommodate and appeal to that demographic,” Slattery said.

Camera House sees the new site as a step to their long-term integrated retail strategy and will be supporting the launch with promotional activity including TVCs, press ads, an EDM campaign and search engine marketing.