Bolstering the Value of the Paper Merchant
Industry Insights | by Lauren Liacouras, Editorial Coordinator | September 16, 2019
In the age of digitalization, many believe paper is traveling the path toward obsolescence. Despite numerous technology disruptors affecting the paper industry, those responsible for selling paper to consumers seek to re-define their relevance and reinforce the importance of paper.
Emily Dusold-Kroeger of Anchor Paper, an Emerging Leader in the NPTA organization, provided her perspective on why the paper merchant is still valuable in the industry.
NPTA: When did you join the Anchor Paper team, and what influenced you to do so?
Emily Dusold-Kroeger: “I graduated college in 2008, entered a less than ideal job market, and was lucky enough to land a job at an Anchor Paper Express retail store. I was influenced to look at Anchor Paper because of my love for paper crafting. Through my experience at Anchor Paper Express, I was introduced to the paper industry and my love for paper grew from there.”
NPTA: What have you enjoyed most about working for Anchor Paper?
EKD: “I am a former collegiate athlete and being a part of a team is important to me. Anchor Paper is an employee-owned company (ESOP), we’re a team – our success relies on everyone in our company working together. I’ve also enjoyed working at a smaller company. When there are less of you, you are required to wear more hats. I have had great opportunities to work with leaders in our company as well as in our industry; case-in-point this Emerging Leaders group through the NPTA. These opportunities have given me valuable knowledge and experience that I might not had if I worked elsewhere.”
NPTA: In today’s modernizing industry, what do you believe is the true value of the paper merchant?
EKD: “A paper merchant has a unique opportunity to reach end-users and consumers where our mill partners otherwise cannot. We are here to educate, as well find customized solutions that best fit our customers’ needs. As a paper merchant we can source a variety of products and stay on top of trends, as well as act as a liaison between the manufacturer and the consumer. Our relationships with our mill partners are just as important as the relationships we have with our customers.”
NPTA: What distinct merchant value do you believe Anchor Paper brings to the market?
EKD: “We’re local and we’re independent. These qualities allow us to be a nimble resource for our customer base and for the supply chain. Over our 96-year history, Anchor has diversified our product and service offerings to accommodate the custom requirements and the unique needs of our customers. We love digging into the ‘weird’ stuff!”
NPTA: How has being an Emerging Leader changed the way you view the industry and the role you play alongside your company?
EKD: “Being a part of the Emerging Leaders group has been inspiring - I’ve learned A LOT from this group. Hearing stories about their challenges and success have helped me implement changes at Anchor Paper as well as bring a different perspective to our Leadership Team.”
NPTA: While working for Anchor Paper, have you noticed any potential industry disruptors?
EKD: “Technology has been a huge disrupter for us. We have seen a shift in our business because of ‘go green’ claims. We also have seen a shift in the distribution channel in our market from new competitors to changes in the trucking industry. We have been forced to focus on maintaining our relationships and streamline our services.”
NPTA: How are paper merchants, specifically Anchor paper, innovating in today’s industry market?
EKD: “We are always eager to learn and take that knowledge to train our team. We need to continue to adapt to a changing market, so the more we stay on top of the trends and anticipate the shift, the better we’ll be in the long run.”
NPTA: How is Anchor Paper dealing with the push toward digital resources?
EKD: “The shift towards digital resources has forced us to update our infrastructure. From the way we order to the way we distribute information to our customers; it has been eye-opening for us but also very beneficial.”
NPTA: Do you think there will always be a need for paper? If so, why?
EKD: “Yes, paper is everywhere. We use paper without even realizing we are using it - from required documents to marketing & design to simply having a backyard BBQ: we need paper! While technology came in fast & furious and is here to stay, studies show that people don’t want to consume all of their information on a screen. Research from organizations like Two Sides have consistently found that there is an appreciation in flipping through the pages of a book or in touching & feeling a unique design piece that won’t go away.”
Regardless of the innumerable technological advancements in the push to “go digital”, paper merchants, like Emily, are constantly learning and evolving to maintain their value. Like the turn of a page, merchants have long-term plans to stay relevant.