Retail Signs Neglected Despite Recession
27 March 2009
British retail managers say that the effect of poor signage is commercially damaging - yet only a quarter believe their companies have a sign maintenance programme in place.
100% of managers questioned in a survey commissioned by sign installation and maintenance company Xmo Strata felt that poor signage was "damaging" or "very damaging" in terms of revenue and footfall. “Poor signage” included dirty signs, fluorescent tube failure, damage to the sign etc.
The same survey group thought that signage was as important as special offers and promotions, the web, PoS and advertising in helping them to survive a recession.
Yet only 28% of the survey group said their company had a sign maintenance programme.
“Any retail manager will tell you that poor signage will hit footfall fairly quickly and the ideal is not to have any damaged signage at all,” said Xmo Strata managing director Steve Martin. “If proactive maintenance contracts are put in place, problems will be dealt with cost-effectively at an early stage, when they are barely discernible to the public.”
Mr Martin says few retailers will plan major new signage rollouts during the recession (except those involved in mergers and acquisitions) and the priority is to leverage maximum value from the existing assets by using maintenance programmes to prolong the life of the sign and keep elderly signs looking bright, clean and fresh.
Xmo Strata offers a sign refurbishment and maintenance package, using technically advanced systems and materials, which can bring signs back to life and stave-off damage by UV light, weather, and sheer old age.
Further details on the research programme can be found at www.xmostrata.com
