IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS
A Tristan Communications Ltd. Publication
INSIDE THIS ISSUE NEW PRODUCT SPOTLIGHTS
We showcase the newest product offerings courtesy of the industry’s leading suppliers. 20
JULY/AUGUST 2025
Volume 32, Issue 4
Fair Isn’t Always Equal, And That’s Good for Business Why Treating Every Customer the Same Can Hurt Your Bottom Line By Adriano Aldini, Imprint Canada
In a time when personalization and loyalty programs are everywhere, it’s surprising how many businesses still cling to the outdated belief that “fair” means treating every customer the same. In the promotional products industry, where relationships, volume, and responsiveness matter, that mindset can cost you both profit and credibility. Fairness matters, but it doesn’t mean each customer Let’s be clear: fairness matshould be treated exactly the same. ters. But fairness does not mean equality. It means relevance. It means using judgment. And it means recognizing that some clients should, and must, be treated differently - because they’ve earned it. Fairness, continued on Page 14
Your Online Storefront: How to Make the Most of Digital Catalogues and Client Portals By Garrett Brown, Imprint Canada
In today’s world of convenience and instant gratification, clients expect more than just products, they expect you to make their lives easier. For decorators and distributors, digital storefronts, catalogues, and client portals aren’t just nice tools to have; they’re essential to staying competitive. But it’s not enough to simply have one, your online store needs to be designed with your clients’ needs in mind while also supporting your business goals. Here’s how to make your online storefront more than a digital placeholder — and turn it into a powerful sales and service tool.
Treat your online store like a living sales tool; one that you’re constantly optimizing based on real client behaviour.
1. Don’t Just Display, Curate
Most clients don’t want to scroll endlessly through an extensive supplier catalogue filled with thousands of SKUs. What they’re really looking for is guidance and simplicity, and that’s where curation comes in. Instead of directing clients to a general catalogue, create specific / themed product collections based on their industry, niche, or season. Digital Stores, continued on Page 10
CREATIVITY STARTS WITH FERSTEN If you can dream it, we can decorate it fersten.com
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