Key Takeaways
• Counselor Top 40 supplier Goldstar (asi/73295) will launch a new web platform and integrate its Tennessee-based East Coast Fulfillment Center in June, following its recent shift from all-inclusive pricing to a line-item pricing model.
• The new digital platform introduces predictive search, simplified product IDs, real-time order tracking and a streamlined interface aimed at reducing friction from quote to completion.
• The Tennessee facility will shorten transit times for East Coast customers, house Goldstar’s SimpliColor decoration technology and support flexible order routing alongside existing Mexico operations.
It’s a busy time at Goldstar (asi/73295).
The Counselor Top 40 supplier has announced it will simultaneously debut a new web platform and integrate its Tennessee-based East Coast Fulfillment Center this coming June. The news comes just weeks after the Shelbyville, TN-headquartered company announced its shift to a line-item pricing model for all products, moving away from its traditional all-inclusive pricing model that covered base product costs, decoration and logistics in one figure.
“By removing friction in the ordering process and closing the physical distance between our products and our customers, we are enabling our partners to move faster and with greater confidence,” said Heather Smartt, global head of Goldstar and a member of Counselor’s Power 50 list of the most influential people in promo.
The new digital platform will feature the following enhancements:
- An upgraded predictive search engine that instantly surfaces relevant products based on user needs.
- Simplified product codes using a consolidated Product ID system (LUM instead of LUM-C) to meet industry standards, making search easier and ensuring smoother data syncing.
- A unified view that enables users to view all orders with real-time tracking.
- A streamlined interface designed to move from quote to completion in fewer clicks.
At the same time, Goldstar’s Tennessee facility will complement the new and improved digital platform by supporting shorter transit times for East Coast markets, and hosting Goldstar’s proprietary SimpliColor decoration technology. According to the supplier, the move represents a significant investment in North American logistics and will remain consistent with Mexico operations. Orders will be routed to each location based on speed, product availability and decoration requirements.
Based on 2024 North American promotional products revenue of $46.5 million, Goldstar ranks 40th on Counselor’s most recent list of the top suppliers in the industry.
