Much like a customer purchasing furniture for their new home, or a family looking to book a dream holiday, patrons seek out companies they can trust WORKING WITH SUPPLIERS | ROB FLETCHER 58 Issue 361 - July | August 2026 email: editor@printmonthly.co.uk He also noted an increased demand and expectation for integrated solutions, setting out how print businesses no longer just want a printer, material, or piece of finishing equipment; but confidence that the entire workflow works together seamlessly with the minimum learning curve and production downtime. Looking ahead, Mashiter says there are plenty of opportunities for collaboration between printers and suppliers, with knowledge and education sharing one such focus area. “As we all know, there is a growing knowledge and skills gap in print,” he says, continuing: “Growing the skills and knowledge of new workers, either on machine usage or materials knowledge, is crucial. “If customers are tendering for contracts, speaking to suppliers about upcoming tenders as well as the materials requirements, helps makes sure that the required products are in stock when they need them. Along with asking which materials are best suited to the job, it’s important for printers to have a good understanding of the latest offerings from their supplier, as there might be a new material being released that suits the application better. “Trust, consistency, and a shared interest can help long-term success goals and partnerships.” Customers Expect Trusted Partnerships Elsewhere, William Smith Group 1832 offers a wide range of materials as part of its role as an industry supplier. However, marketing manager Kyle Giles says the company offers much more than this, with customer service “at the heart” of everything the supplier does. “Customers expect trusted partnerships, expert guidance, reliability, and ongoing support, rather than purely transactional relationships,” Giles explains, adding: “This customer-first approach extends not only to our clients, but also to our people. “We were recently recognised as a Sunday Times Best Place to Work, which further demonstrates our commitment to creating a positive culture for both staff and customers alike. We believe that investing in people ultimately results in better service, stronger relationships, and greater long-term value for our customers.” Giles continues: “By sharing our knowledge, expertise, and industry insight, we can work collaboratively with customers to help support their growth and success. Understanding their business challenges, goals, and day-to-day pressures allows us to add real value beyond simply supplying products.” Giles also says that one of the biggest challenges facing modern print businesses is keeping up with the technical evolution of products and materials entering the market. He explains the industry is constantly evolving, with new technologies, films, and materials being introduced at a rapid pace, and that many of these products have highly technical characteristics that need to be fully understood to ensure they are selected correctly and applied properly for each individual project. As a supplier, Giles says it is important that William Smith Group 1832 provides not only the products, but also the expertise and education that supports these solutions. On this, he draws attention to the company’s Training Academy, which offers customers the opportunity to attend specialist courses tailored to their needs. These include areas such as architectural films, vehicle wrapping, and paint protection film (PPF), helping customers build confidence, improve skills, and stay ahead in a competitive market. “I believe material development and training represent some of the greatest opportunities for collaboration across the industry,” Giles says, continuing: “By listening closely to the businesses and installers using products day in and day out, suppliers and manufacturers can continue to develop materials that are not only higher performing, but also more efficient and environmentally responsible. “Training will also continue to play a major role in the future of the industry, especially as products and technologies evolve – ensuring customers have access to the right knowledge and practical skills. Collaboration between suppliers, manufacturers, and print businesses will help drive higher standards, improved application techniques, and greater confidence across the sector.” Giles also references a “growing opportunity” for collaboration around sustainability and wider business support. He says customers increasingly want guidance on making more sustainable choices, Percentage of executives that say ecosystems and partnerships are important to their growth strategy, according to PwC 85% ▲Soyang Europe supplies a range of printable wide-format and superwide-format media and surface coverings
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