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How Thermal Paper Direct Maintained Its Unique Brand Identity in SuiteCommerce

TPD - Thermal Paper Direct

Thermal Paper Direct overcame the challenge of maintaining its unique brand identity in SuiteCommerce while sharing product records. Learn how custom NetSuite fields helped improve SEO and customer trust.

Company Overview: Thermal Paper Direct

About Thermal Paper Direct

Thermal Paper Direct is a leading provider of high-quality thermal paper rolls and Point of Sale-related products. Serving industries such as retail, hospitality, healthcare, and logistics, the company has built a strong reputation for delivering reliable solutions at competitive prices. As part of its growth strategy, Thermal Paper Direct migrated to NetSuite’s SuiteCommerce platform to enhance its eCommerce capabilities and streamline order fulfillment.
 
However, the transition brought a significant challenge—maintaining brand distinction while sharing product data with another brand under the same NetSuite account.
Thermal Paper Direct Logo

The Challenge: Shared Item Records Across Two Brands

Thermal Paper Direct operates within a NetSuite account that supports two distinct SuiteCommerce websites. While each website has its own design, theme, and configuration, both share some of the same item records in NetSuite. One of the brands had already been using NetSuite’s native web store fields—such as Page Title, Web Store Display Name, and Meta Tag HTML—to display brand-specific product information.
 
When migrating Thermal Paper Direct (TPD) from its legacy website, it became clear that NetSuite’s default setup did not allow separate metadata and product display information for each brand. This posed a risk to Thermal Paper Direct’s SEO performance and brand identity, as its website could end up displaying inaccurate or non-optimized information from the other brand.

Why Inaction Was Not an Option

If this issue had been ignored, Thermal Paper Direct would have faced several negative consequences:
 
  • SEO Challenges: Without brand-specific metadata, search engine rankings could decline, reducing organic traffic.
  • Brand Confusion: Customers might see product information that did not align with Thermal Paper Direct’s messaging, leading to a weaker brand presence.
  • Loss of Competitive Edge: The inability to differentiate product listings could have resulted in lower customer trust and engagement.
 
To prevent these issues, a tailored solution was necessary to ensure each brand had complete control over its metadata and on-site display elements.

The Solution: Custom Fields for Brand-Specific Data

To tackle this challenge, a custom NetSuite solution was implemented, introducing separate web store fields exclusively for Thermal Paper Direct. This allowed the brand to maintain its own SEO strategy and on-site branding while still sharing item records with the other brand.

The key custom fields included:

TPD Meta Tag HTML

(Field ID: custitem_tpd_meta_tag_html)

This field replaced the default NetSuite Meta Tag HTML to ensure Thermal Paper Direct had SEO-friendly metadata specific to its brand.

Website performance, customer experience, and SEO rankings
Easily set a title that appears at the top of the list

TPD HTML Page Title

(Field ID: custitem_tpd_page_title)

Instead of using the shared NetSuite Page Title field, this custom field enabled Thermal Paper Direct to define unique, keyword-optimized page titles.

TPD Store Display Name (Title)

(Field ID: custitem_tpd_store_display_name)
 
This field ensured that product titles displayed correctly on the Thermal Paper Direct website, maintaining brand consistency and preventing any crossover with the other brand.
Online wishes list-UnlockCommerce

The Results: A Stronger Online Presence and Improved SEO

The implementation of these custom fields allowed Thermal Paper Direct to:
 
  • Maintain a distinct brand identity while sharing product records.
  • Improve SEO performance by ensuring each product has unique metadata tailored to its website.
  • Enhance customer trust and experience by displaying accurate and brand-specific product details.
  • Avoid potential ranking conflicts between the two brands, leading to better visibility in search engine results.
 
By customizing NetSuite’s capabilities, Thermal Paper Direct successfully migrated to SuiteCommerce while preserving its online identity and maximizing its digital presence.

What Our Customer Has to Say

"Organization, friendliness, fast, happy to work with us and pivot when needed. We really enjoyed working with you all and are happy with the results."
Angela BrancaDirector of Digital Marketing
Angela Branca - Thermal Paper Direct

Looking to Optimize Your SuiteCommerce Implementation?

Navigating SuiteCommerce’s complexities can be challenging, especially when managing multiple brands. If you need a tailored solution to ensure your brand’s success, let’s discuss how we can help optimize your NetSuite setup for seamless eCommerce performance.
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