Spotlight on Sign Management Management
Retail signs have undergone a major evolution in recent years fueled by the adoption of digital technologies. Marilyn Brennan, business development manager at Egan Sign, spoke with Chain Store Age about the status of sign management in retail.
What trends are you seeing with regard to retail sign programs?
First, the entire signage industry is seeing the gradual adoption of digital signage in both exterior and interior applications. From LED reader boards to digital storefront signage, you’ll see more and more retailers exploring this technology because of its ability to easily adapt to the ever-changing demands of the retail consumer.
Second, we are continuing to see retailers convert their outdated and inefficient neon and fluorescent lighting to LED in order to reduce energy consumption, improve the ease of service and replacement, and lower cost over time.
Lastly, and probably the most notable trend we are seeing, is a growing demand for superior sign project management. Simply making and delivering signs is not enough anymore. Retailers are placing a premium value on sign companies that go above and beyond just making a sign. Retailers are looking for manufacturers who will additionally provide proactive and timely communication about projects, offer solutions to meet changing needs and consistently meet or exceed deadlines.
What is the biggest mistake retailers make when it comes to their signage programs?
The biggest mistake retailers make is not including their sign vendor early in their rebranding process. Signage is only one element of a retailer’s rebrand. However, if not executed properly, it can delay the effective implementation of a new brand for months or even years.
Engaging a sign management company during planning meetings alongside the designated rebranding company will expedite the rollout process, minimize disruptions and reduce the overall cost of the conversion process.
What should retailers check when evaluating a sign manufacturer?
A combination of reference checks and trial orders is the best way to be sure a potential vendor’s promises will measure up over time. Starting by talking to a potential sign vendor’s existing clients will tell you a lot about the type of quality and service you can expect to get. Taking the time to ask specific questions about their firsthand experience with a vendor will give you good insight into what your future relationship might look like.
Also, to evaluate a company’s performance, many retailers are providing a few trial orders to potential new vendors during the period when they are under contract with their current vendor so that they can experience a potential vendor’s actual performance metrics. This is a low risk method of ensuring a pool of qualified vendors prior to your next RFP.
What services does Egan Sign offer retailers?
From initial site surveys and permitting to design services, manufacturing, installation and maintenance, Egan Sign offers nationwide sign management services. We have an unmatched reputation for on-time delivery, accuracy and customer service. Our team brings the right mix of vigorous commitment to getting the job done right and the flexibility to meet your needs. Our overriding dedication to customer satisfaction and continuous process improvement makes Egan Sign not just your sign vendor, but your sign management partner.
What are your key differentiators?
A few of the things that make Egan Sign a superior sign partner for most retailers are (a) a service-centric culture that results in superior performance; (b) proprietary software that empowers our project management team to complete projects on time, as specified, and on budget; (c) unlimited manufacturing capacity due to our vendor network located strategically throughout the U.S.; and (d) honest, transparent client reporting that recognizes and reacts to the variables in every sign project.
How has technology impacted sign project management?
The evolution of project management software, specifically as it relates to the sign industry, has allowed us to increase the velocity and accuracy with which projects are completed. We have developed proprietary sign management software that allows our project management team to track every phase of a sign project and enables us to provide our clients with real time reporting of project status for multiple jobs simultaneously.
What signage advice do you have for retailers?
If you are not entirely satisfied with the performance of your current vendor, test new vendors before you need them. Make time to meet with them prior to your need so that you can truly understand the value they would add to your sign management process.