I am of the opinion that traditional scrapbooking industry will be disrupted by technology gradually, similar to the publishing and music industry. Having said that, there is a niche that still cannot be fulfilled by digitalisation.
Why traditional scrapbook industry is like the arts of brewed coffee? We just simply love the therapeutic feel and touch with physical tools and materials of traditional scrapbook creation. The new mobile platform for electronic scrapbook creation is like the arts of instant coffee. We can create stylish digital collages for scrapbook under 5 minutes with hundreds of free photos grid layout and cute background. With a press of a button, we can show off the collage via social media in no time!
Digitalisation has enabled most of the key ingredients of scrapbooking, to be available on the mobile platform. The ease of mobile photography, finding photos of loved ones through facial recognition, storing photos on the cloud for access anytime anywhere, and showing off on social media with a press of a button.
How is digitalisation going to impact the traditional scrapbook industry? It may be argued that people who enjoy instant coffee are the digital savvy, less patient and multi-tasking millenniums. However, there remains those who prefer brewed coffee, to smell the roses, take time to enjoy the creative process for personalised expression. The process, experience, end products and satisfaction are different.
The new retail concept is about combining Online and Offline presence and I see that in Project Life range of products. For those prefer the brewed coffee approach, one can go to pick up the supplies from local craft store. For those prefer an instant coffee approach, they can go online and download the template instantly and work with the Apps on the digital gargets. Consumers who purchase online will leave behind their digital footprint and personas which enable the retailers to be more targeted in marketing to provide more personalised experience. This would likely to be welcome and embraced by more customers in time to come.
Disruption of scrapbooking industry by technology is matter of when, not if. Instant coffee and brewed coffee may coexist now however will converge overtime. Let’s see.