Impressions - May 2021 - 15

what we do best: printing, " she says, revealing the shop's overall sales
are up 8% as of this past February.
Roberson's experience illustrates what's been happening across
the decorated-apparel landscape the last few years, but accelerated in 2020. " For a decade, cutting-edge shops have been selling via
e-commerce, " says Mark Bagley, director of marketing at Brother Intl.
Corp. " However, over the past 12 months, we've seen exponential
growth of even the smaller garment-decorating shops investing in
e-commerce solutions as they change the way they're doing business
with customers well beyond their own city limits. "
E-commerce will become the norm, not the exception, according
to JP Hunt, co-founder of InkSoft. " Historically, global e-commerce
transactions and volume grow yearly, " he says. " The next generation
of entrepreneurs in our space will be digital natives. This 'Digital
Darwinism' will force laggards to adapt or perish. "
Along with other industr y experts, Hunt predicts
e-commerce and print-on-demand (POD) growth eventually will
rule the day. " Short-run length, fast fulfillment and smaller - but
more frequent - transactions will be usual course of business, " he
says. " Pivoting and optimizing for both e-commerce technologies and
print-on-demand capabilities is a winning mix. "
While online stores are a huge boon for many shops - with the
ability to pull customers from anywhere and bolster cash flow since
you're paid upfront - others must catch up or risk being left behind.
" If you outsource everything or don't have in-house customizing
options, this will crush your profit margins and limit what you can
offer, " says Howard Potter, CEO of Utica, New York-based A&P
Master Images. " You need stellar artwork, since clip art won't cut it.
You need staff to fulfill orders fast, because if your lead time is longer than seven business days, you'll lose the customer as quickly as
you got them. "

To stay competitive, smart shop owners are revamping their shop
operations, with robust online stores, holistic ERP software and
streamlined workflows.

Shops Embrace Change

Roberson laid the groundwork for changes at her shop by sending
an email survey to clients with a cheeky message: " COVID sucks
and so does our site. Please help us fix it. "
She learned that her customers just wanted a simple ordering experience - with emails that informed them about their product's progress
- with great results. " We overhauled with a less-is-more concept, "
she says. " The site displays our 20 best-selling products for online
ordering, with an easy-to-understand, quantity-based pricing tier. "
Since face-to-face interactions have slowed, the Roberson Printing & Graphics team puts more energy into showing their personality via emails, video chats, blogs and social-media marketing. To
counterbalance that, Roberson automated about 90% of her administrative processes.
" With the help of automation software, small shops can streamline
their [administrative] workflow for a fraction of the cost it takes to
hire employees, " Roberson says. " Without automatic workflows, we
spent countless hours speaking to customers and completing these
tasks. Our shop production increased by 27%. "
Potter upgraded his shop's software to handle the 200 online
customer stores his team manages even more robustly. " We also
ensured our production times for 24/7/365 stores five business days
or less, " he says.
Since his team has created and managed online customer stores
for a decade, Potter used 2020 to perfect the process from all angles.
" Our clients of all sizes are taking advantage of this online platform

Getting in the Online Game
Whether you're a shop owner who's new to e-commerce or wants to up your game, don't worry.
Review this list of quick-turn tactics to get more competitive with online selling:
1. Connect with industry technology providers. Research the available options on the market.
" This research should go beyond the actual technology; it should explore the support and service
offerings, " Hunt says. " In particular, onboarding programs are valuable to ensure you graduate from getting trained and set up properly. " Also, don't forget to ask your CPA or financial
advisor if your new tech investment qualifies for the Section 179 software tax deduction.
2. Process-map everything in your shop. When you know every step in a process and how long each
takes from start to finish, then you can allocate your team's time each day. " Until you capture
these data points, it can be next to impossible to address productivity and efficiency issues, "
Robinson says. " No matter how fast-paced your shop, if you're 'behind the 8-ball,' that means
you don't have an understanding of how you're using your time and how to reallocate it. "
3. Explore what works for other shops. " Every business is slightly different, whether it's
the processes or people, " Bagley says. " It's OK to listen to what other companies do to get
new ideas. It's OK to do a trial period to test the solutions you think will make your business
better. However, don't automatically assume if something worked for another shop, you'll see
the same level of success. "
4. Hire the right people. Robinson says printers often suffer needlessly because they don't
allow enough time to bring skilled staffers on board, and it costs them more in the end. " Allot
a couple of months to find employees for key positions, " he says. " Have a repeatable, scalable
process for assessing and onboarding candidates that lets you get as close to great as possible.
The right people in the right seats is one of the most important aspects of shop management. "

MAY 2021

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Impressions - May 2021

Table of Contents for the Digital Edition of Impressions - May 2021

Cover 1
Table of Contents
Masthead
First Impressions
From the Show Director
Overheard
First Look
Expo Scene
Decorator Innovation via E-Commerce
Innovation Q&A with Michelle Moxley
Intro to Spotlight Innovation
Niche Focus: Education Institutions
Sustainability Report
Shop Talk
TMD Embroidery Production
TMD Screen Printing Graphics & Design
TMD DTG
Classified/Ad Index
On Design
Impressions - May 2021 - CT1
Impressions - May 2021 - CT2
Impressions - May 2021 - Cover1
Impressions - May 2021 - Cover2
Impressions - May 2021 - Cover 1
Impressions - May 2021 - Table of Contents
Impressions - May 2021 - 3
Impressions - May 2021 - Masthead
Impressions - May 2021 - 5
Impressions - May 2021 - First Impressions
Impressions - May 2021 - From the Show Director
Impressions - May 2021 - Overheard
Impressions - May 2021 - 9
Impressions - May 2021 - 10
Impressions - May 2021 - First Look
Impressions - May 2021 - Expo Scene
Impressions - May 2021 - 13
Impressions - May 2021 - Decorator Innovation via E-Commerce
Impressions - May 2021 - 15
Impressions - May 2021 - 16
Impressions - May 2021 - 17
Impressions - May 2021 - 18
Impressions - May 2021 - Innovation Q&A with Michelle Moxley
Impressions - May 2021 - 20
Impressions - May 2021 - 21
Impressions - May 2021 - 22
Impressions - May 2021 - Intro to Spotlight Innovation
Impressions - May 2021 - 24
Impressions - May 2021 - 25
Impressions - May 2021 - 26
Impressions - May 2021 - 27
Impressions - May 2021 - Niche Focus: Education Institutions
Impressions - May 2021 - 29
Impressions - May 2021 - 30
Impressions - May 2021 - 31
Impressions - May 2021 - Sustainability Report
Impressions - May 2021 - 33
Impressions - May 2021 - 34
Impressions - May 2021 - 35
Impressions - May 2021 - Shop Talk
Impressions - May 2021 - 37
Impressions - May 2021 - TMD Embroidery Production
Impressions - May 2021 - 39
Impressions - May 2021 - 40
Impressions - May 2021 - TMD Screen Printing Graphics & Design
Impressions - May 2021 - 42
Impressions - May 2021 - 43
Impressions - May 2021 - 44
Impressions - May 2021 - TMD DTG
Impressions - May 2021 - 46
Impressions - May 2021 - Classified/Ad Index
Impressions - May 2021 - On Design
Impressions - May 2021 - Cover3
Impressions - May 2021 - Cover4
https://www.nxtbook.com/emerald/impressions/202404
https://www.nxtbook.com/emerald/impressions/202403
https://www.nxtbook.com/emerald/impressions/20240102
https://www.nxtbook.com/emerald/impressions/202312
https://www.nxtbook.com/emerald/impressions/20231011
https://www.nxtbook.com/emerald/impressions/20230809
https://www.nxtbook.com/emerald/impressions/2023
https://www.nxtbook.com/emerald/impressions/20230506
https://www.nxtbook.com/emerald/impressions/202304
https://www.nxtbook.com/emerald/impressions/202303
https://www.nxtbook.com/emerald/impressions/20230102
https://www.nxtbook.com/emerald/impressions/202212
https://www.nxtbook.com/emerald/impressions/20221011
https://www.nxtbook.com/emerald/impressions/20220809
https://www.nxtbook.com/emerald/impressions/20220506
https://www.nxtbook.com/emerald/impressions/202204
https://www.nxtbook.com/emerald/impressions/202203
https://www.nxtbook.com/emerald/impressions/20220102
https://www.nxtbook.com/emerald/impressions/202112
https://www.nxtbook.com/emerald/impressions/20211011
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
https://www.nxtbook.com/emerald/impressions/teamactivewear_2021
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
https://www.nxtbookmedia.com