From Kit to Campaign: How Whitestone Uses commonsku Shops to Power Sales and Storytelling

Meet Lee Ann From Whitestone

When Lee Ann Mazzarisi joined Whitestone as the Executive Director of Brand Operations, she brought more than a design-savvy eye—building on the company's nearly decade-long experience with commonsku since 2016, she brought a bold new vision for how the brand could use commonsku Shops.

See how Lee Ann uses commonsku Shops for her storytelling here for turning merch presentations into marketing campaigns. ✨

Rather than limiting Shops to one-off client presentations, Lee Ann and her team turned them into the backbone of immersive campaigns. A standout example? The Fly Away With Us campaign.

What started as a refresh of their Jet Setter merch kit transformed into an entire travel-themed experience complete with:

• Curated product collections
• Detailed case studies
• Professional capabilities decks
• A stunning, fully-branded commonsku Shop

Each category in the commonsku Shop was designed to mirror the luxury travel theme and immerse the viewer into a cohesive story.

And at the centre of it all? A promotional products kit designed to wow clients and showcase Whitestone's creative capabilities.

The Strategic Impact

What's especially inspiring about Whitestone's approach is how they use commonsku Shops to deliver what Lee Ann calls a "visual appetizer"—a compelling first impression that sparks collaboration between marketing and sales teams.

This strategy gives clients a taste of what's possible while showcasing Whitestone's full-service capabilities as a promotional products partner.

The Power of Campaign-Driven Shops

Beyond Traditional Presentations

Most promotional products distributors use commonsku Shops for standard client presentations. But Whitestone discovered something powerful: when you transform your Shops into immersive brand campaigns, they become dual-purpose tools that serve as both sales enablement resources and marketing inspiration.

Schedule a Shops consultation with our Success team to learn more about commonsku Shops →

How to Transform Your Shops Strategy

Step 1: Think Campaign, Not Presentation

Instead of creating individual product showcases, develop themed experiences that tell a complete brand story.

Consider the following:

• What emotion do you want to evoke?
• How can you create a cohesive narrative?
• What additional value can you provide beyond products?

Step 2: Leverage commonsku's Advanced Features

Take advantage of commonsku Shop's powerful capabilities:

• Custom templates for consistent branding
• E-commerce functionality for seamless ordering
• Integration with SAGE, ESP, and DistributorCentral for comprehensive product access
• Address collection and credit card checkout for streamlined transactions

Take a self-guided tour of commonsku and explore at your own pace in just 3 minutes →

Step 3: Create Strategic Category Names

Like Whitestone's "Stay Comfy" and "Recharge" categories, use intentional naming that:

• Reinforces your campaign theme
• Speaks to client emotions and needs
• Creates a memorable experience

Read How Top Distributors Like Creative Boulevard Use Shops For Their Clients

"Where creating a Shop through other channels used to take significant effort, commonsku's standardization gives us a process where everyone can make changes quickly and easily." Read Creative Boulevard's full Shops story here →

Explore more commonsku customer stories like Creative Boulevard's →

What's Next for You

Already using commonsku? → Create an unforgettable branding experience for your clients with Shops.

New to commonsku? → Learn more about Shops and what commonsku has to offer.

Experience our interactive demo → Take a platform tour, and learn more about commonsku.

If you want to discuss your specific needs:

Schedule a consultation → Our team can show you exactly how these updates address your unique business challenges.

Keep Growing With commonsku

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