Much is said and written about winning new business, but equally – if not more – important is building a lasting relationship with existing customers.
LFR speaks with some of the leading names in print to find out more about their own retention strategies.
As the famous saying goes: “New is not always better”. Of course, drawing new customers to your business is a key part of any growth strategy, but this should not be to the detriment of the clients that you already have and with which you have formed a solid relationship.
There is little point ploughing your marketing sales and other efforts into bringing in new customers if it means you pay less attention to those loyal clients that are already on board and working with you. Why would you risk this in favour of only maybe winning a new client – and one that, after all your efforts, may only turn out to be a short-term customer. This is true of all walks of business, not just those markets related to print.
Here, LFR examines whether the marketing imperative where ‘acquisition of new clients is key’ is the right fit for the niche large-format sector, speaking with both manufacturers and PSPs about their own approach and how it helps them develop and retain a loyal customer base.
Existing customer care ‘fundamental’ to long-term sustainability says Colin Easton at HP
Kicking things off with a manufacturer and Colin Easton, UK&I Large-Format Print Channel Manager at HP, said while both new and existing customers are vital, in the niche, large-format print market, retention often creates greater long-term value.
“Our customer pool is specialised, so happy customers create lasting value,” he said. “Loyal customers do not just continue buying, they also recommend HP to others and are open to collaboration, helping HP share the future of the industry.
“Caring for existing customers is fundamental to the long-term sustainability of any business. Retention is not simply a sales metric, it’s a strategic investment in trust, loyalty, and partnership. For manufacturers, existing customers represent a proven base of advocates whose continued success directly fuels business stability and innovation.”
Colin went on to say in specialised markets such as large-format printing, customer retention is essential to sustained growth. He said existing customers deliver multiple advantages; they are more cost-effective to serve than new ones, provide consistent revenue through repeat business and consumable use, and offer valuable product insights from real-world applications.
“Equally important, satisfied customers become brand advocates,” he said. “In the close-knit PSP community, their recommendations and visible success with equipment serve as powerful proof points that no marketing campaign can replicate. Long-term relationships also create natural opportunities for upselling new solutions while reducing support costs, customers become increasingly skilled and self-sufficient.”
So, what does HP do to ensure it is looking after existing customers? Colin said customer retention at the manufacturer starts with “deep understanding, not assumption”. He said HP invests heavily in research, to continuously listen, learn and anticipate what customers need both now and in the future. This, he added, ensures every product launch delivers genuine relevance to our PSPs and positively impacts any challenges our customers have faced.
However, Colin went on to say that understanding alone is not enough, explaining how HP has positioned itself as a “long-term growth partner” for PSPs of all scales.
“We design products that evolve with our customers’ businesses,” he said. “The recently announced HP Latex R530, for example, enables small and medium print shops to transition from print-and-mount workflows to direct printing without sacrificing quality—a natural expansion path. For mid-to-large PSPs, our scalable platforms allow capacity increases without technology replacement.
“World class, continuous support is critical for customer engagement and long-term loyalty. The HP Professional Print Service Plan (PPSP) combines intelligent services, actionable insights, and operational optimisation. Through HP Learn, customers access both free and premium training courses, while the Large-Format Knowledge Centre provides ongoing resources — from expert blogs to community forums.
“Programs like HP Planet Partners further strengthen this ecosystem, helping customers operate sustainably and responsibly. Meanwhile, cloud-based tools such as the HP Production Hub deliver centralised job and workflow management, giving customers a competitive edge beyond the hardware itself.”
Forming a lasting partnership is key says Shaun Holdom at Fujifilm.
Another big-name manufacturer championing customer retention is Fujifilm. Shaun Holdom, Global Business Development Director at Fujifilm, said the manufacturer is loyal to its customer base and always builds these relationships over the long term, taking customers on a journey into the future.
“Traditionally, it is easier to look after the customers you have than get new ones; that’s Sales 101, but it’s more important for manufacturers than ever before,” Shaun said. “Sales to existing customers are crucial; this is where your customer base grows with your technology and development. As their business changes and grows, the manufacturer is there to provide the products and services they need to help their growth and replace their existing equipment.”
Shaun went on to say that looking after a customer means you become their source of information; a consultant not just to provide information technically on the equipment, but also to keep abreast of the market and its changing conditions.
“We advise our clients on opportunities, direction, additional sources of revenue and markets they had not considered,” he said. “Our customers aren’t just buying equipment; they’re part of a long-term partnership, consuming ink and requiring the servicing and maintenance of equipment. The revenue from ink consumption enables us to invest in new technologies and ongoing research and development. In addition, it’s our job to keep our customers up to date with compliance and legal changes which have an impact on all businesses.
“In a world which is very competitive, I believe relationships are more important than ever. While information and pricing are available online and serve as a benchmark, positioning yourself as a true resource to your customers, providing knowledge and ongoing business support, has become essential.
“Show new customers that you are there for them, be a shoulder to lean on and provide consultative knowledge. Having a technical team dedicated to supporting customers throughout the entire process is key, as this support builds trust and plays a major role in a customer’s decision to stay with the same manufacturer.”
Shaun added that, as is the case with many areas of life, people do not like change. As such, print companies are most likely to lean towards the manufacturer they started with, as the understanding and workflow of that equipment is primarily the same as the previous versions and equipment operators tend to like the same process as before.
“To change this situation is not always easy – people are all built the same way and don’t like change, especially if it has brought an element of success,” he said.
We’re building confidence for future growth says Rob Goleniowski at Roland DG
Also weighing in is Rob Goleniowski, Regional General Manager for the UK, Ireland, Scandinavia and Baltics at Roland DG Europe. Again, Rob is an advocate for developing long-term relationships with customers, saying the role of the manufacturer should stretch far wider than simply selling clients a machine.
“For manufacturers like us, it’s not just about selling a printer and moving on; it’s about what happens after the sale,” he said. “When customers feel supported and know they can rely on you, that’s when trust is built. Trust is everything; a loyal customer will come back, grow with you, and often become your biggest advocate. We see every Roland DG user as a partner, not just a buyer. Our role is to help them get the most from their investment and give them the confidence to push their business further.”
Looking at the approach Roland DG takes, Rob flags the manufacturer’s wider offering, including the Roland DG Care support programme that covers everything from expert technical help and extended warranties to preventative maintenance and advice.
The manufacturer also offers tools like Roland DG Connect, which gives customers live performance data and tips to keep their printers running at their best. But, as Rob said, it is not just about fixing issues – it is about helping them grow.
“We share real-world guidance, creative applications, and new business ideas so our customers can explore fresh opportunities,” he said. “It’s all about being a partner in their success, not just a service provider.
“For us, customer care isn’t a box-ticking exercise – it’s part of who we are. Every product we design and every service we offer is built around making life easier for our users. When we see a customer’s business thriving because of the work we’ve done together, that’s the real reward. Their success fuels ours – and that’s what keeps us moving forward.”
In terms of existing customers versus new clients, Rob said both should be viewed as important to a manufacturer. He expanded: “New customers bring growth, sure – but your existing customers are the foundation. They’re the people who already believe in you. When you support them properly, they come back for upgrades, they recommend you, and that loyalty becomes the best kind of marketing you can ask for.
“So yes, gaining new customers matters, but retaining and nurturing the ones you have is what really keeps a business strong in the long run.”
It drives repeat business says Nathan Swinson‑Bullough of Imageco
Switching attention to the front line and how PSPs approach customer retention, the pattern appears to be the same. Nathan Swinson‑Bullough, Managing Director of Imageco, said looking after existing customers is vital for printers because customer loyalty drives repeat business, which he said is far more cost-effective than constantly finding new clients.
“Existing customers already understand our processes, quality, and reliability, which makes projects smoother and more profitable,” he said. “They’re also more likely to recommend us to others, meaning strong customer care directly fuels organic growth and reputation. In the print industry, where relationships and trust matter, retention creates long-term stability and predictable workflow.”
With this, Nathan offers an insight into what Imageco does to look after its customers and secure a long-term working relationship. He said much of this is about communication, consistency, and added value.
“At Imageco, we build strong project management relationships where each client has a clear point of contact who understands their brand and expectations,” he said. “We also ensure we deliver on time and of course meeting quality requirements – as reliability is key in print, especially with tight retail and event deadlines.
“We support clients with sustainable material options, carbon reporting, and design efficiency to align with their ESG goals, as well as provide aftercare and follow-up, checking in after installs or campaigns to ensure satisfaction and discuss improvements.
On top of this, we often host client visits and innovation sessions, showing new materials, 3D print technology, and creative concepts to keep relationships fresh and inspiring. This approach builds loyalty and positions us as a partner, not just a supplier.
“Without retention, growth becomes a revolving door where effort and marketing spend are wasted replacing lost clients. At Imageco, our best new work often comes through existing relationships, where trust allows us to pitch new ideas and technologies, so, both are vital, but customer retention is the foundation that allows confident, sustainable expansion.”
Retaining existing clients is far more cost-effective says Greg Forster of Embrace Building Wraps
Rounding the discussion off is Greg Forster, Managing Director of the aptly named Embrace Building Wraps. Greg said looking after existing customers is not just good practice but a strategic advantage in a niche, quality-driven market like large-format print.
“Our projects often span months or even years, so staying sharp and responsive is essential,” he said. “We want to be the first call when clients need a return visit, a new phase, or a fresh solution.
“Winning new business takes time, effort, and investment. Retaining existing clients is far more cost-effective and it directly supports the bottom line. When a working relationship is in place, both sides understand each other’s processes and expectations, and it is this familiarity that breeds efficiency, trust, and better outcomes.
“Trust also opens the door to flexibility. When you consistently deliver quality, clients are more willing to collaborate, accommodate, and stick with you long-term. It’s how we have grown so much and how we stop good clients drifting elsewhere.”
When it comes to looking after existing customers, Greg said Embrace’s mantra is simple: to deliver stellar account management, communicate proactively, and add value wherever possible. He said these are very much the foundations of trust for the company and how it turns one-off clients into long-term partners.
“We provide clear, step-by-step guides for every project, so all parties know what’s expected from day one” he said. “Our documented processes and control protocols ensure transparency, consistency, and accountability throughout.
“Most of our work sits within the construction sector, where change is inevitable whether it’s weather delays or other trades impacting timelines. We stay flexible, keep the momentum going, and always log what happens. It’s a two-way street, and we believe in handling challenges with professionalism and clarity.”
Greg went on to say that 68% of business at Embrace comes from returning clients, with the rest a mix of word-of-mouth referrals and website enquiries where new clients can view past work. He added that Embrace has never spent any money on advertising, saying its reputation for quality and reliability is its “silent, self-sustaining sales force”.
“Happy clients are powerful advocates; they don’t just come back they bring others with them,” he said. “If you do what you say you’ll do, show up when you say you will, deliver work that looks the business, throw in the occasional favour, and stay contactable, why would they go anywhere else?”
“Trust isn’t something you can buy, it has to be earned. In a market as cyclical and economically sensitive as ours, a loyal client base provides stability, resilience, and predictable revenue.
“Ultimately, retention isn’t just about keeping clients happy it’s about laying the groundwork for sustainable growth. For a business like ours, where quality and trust are non-negotiable, nurturing long-term relationships is a core strategy.”
In summary – customer retention is your platform for sustainable business growth
The message here is a simple yet effective one: focus on building lasting relationships with existing clients to ensure long-term success in the large-format print sector. While winning new customers will and should always be important, paying attention to and looking after clients you already have on board can go a long way to helping you achieve sustainable long-term growth goals.
