Ted’s Cameras

The situation

Ted’s Cameras opened its first store in Melbourne in 1970, and has grown to a network of 20 stores across Victoria, South Australia, NSW, ACT and Queensland. Ted’s focus has always been bringing to its customers, the best cameras and accessories from around the world. Across its almost 50 year history, it has brought to market innovations such as the Polaroid camera, SLR with built in light meter, the video camera and the digital camera.

The challenge

With smartphones offering more powerful photographic capability, the customer landscape for Ted’s has been shifting. While a portion of the market was satisfied with their smartphone as their camera, there is a solid customer base with a strong passion for photography. Ted’s challenge was to create a highly involving environment for these customers. Ted’s has been a market leader over many decades and was keen to stay young and rejuvenate its operations and redefine photographic retailing.

The solution

Ted’s World of Imaging Store in Pitt St Sydney is a completely transformed space of 800sqm and was launched in October 2018.  The store brings together a range of elements that provide value for anybody with an interest in photography.

A number of well-known camera brands are represented, with each having their own dedicated space along with an expert who can provide advice to customers.

An education centre, which includes seating and two video walls, hosts events, workshops, panel discussions and product demonstrations.  It’s been created for people wanting to learn about cameras and the art of photography and improve their skills.

Also on site is a curated photography exhibition space which changes monthly, a bookable studio for students, schools and professionals and consumer and professional print facilities.

Engagis worked with Red Design Group on the creation and build of the store with Engagis providing all the digital signage.

The results

Ted’s has created an Interactive and immersive retail space which engages customers and meets broad ranging needs including education, collaboration, aspiration, creation and the ability to purchase the latest cameras and accessories. Ted’s had created a platform for building lifelong relationships with its customers as well as generating referrals based on delivering a new and exciting customer experience.

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