Case Study: Shutterfly

Topics: Customer, A Great Way to Care, Nickelodeon Universe Pages: 3 (826 words) Published: March 30, 2011
Its as easy as a snap shot. Shutterfly has made great marketing decisions through-out the years. No matter the year they were always moving ahead of the technology of their time. With not many digital cameras flouting around and internet at slow dial-up connections, Shutterfly were allowing the upload of “digital images to order prints from a web-based company.” This was new to people even with rabbit speed broadband. Always looking forward, Shutterfly now have become a “major force in the online photo-printing industry.”

Shutterfly has put considerable effort into keeping quality in focus. Investing in certain business aids, the photo processing company has created a name for themselves and improved service quality. To showcase their quality they “invested in special printing equipment” so they could control the “clear, crisp and colorful” picture quality instead of relaying on orders from an outside photo processing firm that may not perform to Shutterfly’s standard. This maintained Shutterfly’s quality as reliable with very little to no variation of quality. The new special printing equipment also included “photo enhancement functions” to provide customers with helpful photo improvements, like red-eye effect, to ensure their satisfaction. Furthermore, they distinguished themselves from other photo companies by giving costumers the option to upload and store their photos on Shutterfly’s website. They even “promised never to delete any photos” which provideds great customer contact and is highly valued by their costumer base. In all, Shutterfly has managed the challenges of heterogeneity very well and have created a reliable, quality photo processing company.

Going through ups and downs throughout the years, Shutterfly has used marketing to draw customers to their product. Early on, they encouraged adoption through offering free photo printing. They gave away more than 80 percent of the prints in the first six months. Although after...
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