Micro labs add dimension to on-site processing - includes article on photo processing mini-labs - Innovative Products for the '90s

Micro labs dimension to on-site processing

Photographic micro labs promise to be the "foot-in-the-door" for retailers eager to build their film-/photo business with in-store processing.

Micro lab makers say the new labs are smaller, faster easier to use and less expensive than their big brothers'--in-store mini labs.

Late last year, Gretag gave the new technology a strong boost with the launch of its Master Lab series of micros.

Like the micro lab unveiled by Print Technology early last year in its PHOTOGO franchise program, the Master Lab combines film processing and photo printing in one machine.

Bob Deerin, director of sales and marketing for Gretag's retail division, says several drug chains including Thrifty have installed the Master Lab.

The micro-lab pioneer, Print Technology, succeeded in capturing interest in the concept and sparked the trial installation of the French-made PHOTOGO machines in a half dozen chains.

As of the first of the year, PHOTOGO had 135 installations, with over 100 in mass merchant accounts.

Observers predict that mini-lab makers Noritsu, Fuji and Copal will soon unveil their own versions of micro technology.

Some advantages

Micros have certain advantages over minis for the retailer. With footprints under 10 square feet, they require less store space. Also, employees can be quickly trained since most of the functions are automated. PHOTOGO's system takes the roll of 35 mm film in one end and churns the prints out the other. Gretag's Master Lab requires the operator to hand load the processed film for printing. But it processes all the popular film formats in five print sizes.

Cost is another advantage. Micros require less than half the daily roll volume to provide an adequate pay back -- less than 20 rolls compared with 40 to 50 rolls for most mini models in use.

Minis continue to have one leg up on micros: faster throughput. That's a distinct advantage for high-volume stores that need to insure one-hour or same -day service.

Despite the ability of micros to snatch away business, the major wholesale labs will be promoting their success.

Guardian, for example, will be an official distributor for the Master Lab, providing a full marketing program. For Guardian, distributing the micros is a strategic move designed to cater to retailers' demand for same-day processing with a technology that is less threatening to their wholesale lab business than mini-labs, according to Paul Hoernschemeyer, vp-marketing.

Qualex, the largest wholesaler, "will be a major marketer of micro lab equipment," said Tom Broderick, general manager.

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