The retail distribution of Interchangeable Lens Cameras within Europe and the USA was dominated by the CE channel in 2015. Photo specialists remain the second most important channel and have shifted their focus towards higher value camera equipment and offering added value services. Online pureplay growth has slowed in most developed markets, while online sales from ‘clicks & mortar’ retailers (multichannel) witnessed strong growth.
Multichannel online represents significant growth opportunity for retailers. Retailers are investing in building seamless experiences between online, across all devices, and in-store in order to create hard-to-match levels of convenience.
This bulletin report focuses on developments in retail distribution of IL Cameras within France, Germany, the UK and USA. The three European countries represent the largest markets for digital cameras besides the USA, which is the single largest market worldwide.