The suppliers’ point of view
With an uncompromising demand in the market by retailer/brand and designer, suppliers of signage and in-store graphics have been busy in keeping up with the latest trends to manufacture and supply innovative, effective and cost efficient solutions. VM&RD takes a closer look at the signage and in-store graphic industry, to learn how the sector fared in the previous year, while looking at upcoming trends, challenges and the future growth of the industry.
WAdding to this,
Bhagwath Prasad, Managing Director, Printech Digital Imaging Pvt. Ltd./Solutions 4 Retail Pvt. Ltd.
Badri Narayan, Managing Director, Sinex Systems
the hile the sluggish economy and slowdown took its toll on the retail industry last year, the overall signage and instore graphics industry saw a reasonably good year. “Well, the past year was reasonably good. We have executed some tough and challenging campaigns that expressed
have won us laurels,”
R.G Venkatesh, Chairman & Managing Director, Diamond Display Solutions Pvt. Ltd.,
says that despite all adverse factors, they have done wonderfully good, with 15% growth. While some witnessed positive growths, others expressed satisfaction in terms of developing good customer relations and new clientele. See ing continuous growth for the sector Southbased Squadron Graphics, who predominantly cater to the lifestyle, retail, telecom, & healthcare industry; believe that the consumer in this space demands continues engagement. “Our clients in the retail space change almost the entire Instore graphics at least thrice every financial year. These stores are anywhere in the range of 10,000 - 20,000 Sq. Ft. and that definitely means some serious investments,” says
Tabrez Pasha, Managing Director, Squadron Graphics.
says, “I would say most unpredictable but there has been growth compared to previous years particularly 2009-10 and 2011-12. Even a quarterly planning is not possible today.” Retailers and brands are constantly trying to find innovative ways to effectively communicate with customers, and address their needs. Even the customer buy ing behaviour is changing and they are far more informed these days on various products and services. While retail design in India has quite obviously gathered momentum and advanced in the recent years, signage and in-store graphics also has evolved to keep up with latest trends in the global market. “Signage is moving away from flex, vinyl, tubelights to ACP, Aluminium Channel Letters and LEDs. More creativity is being seen in the Indian signage industry bringing new materials to play a major role,” says
Narayan of Sinex Systems.
Adding to this
says, “Last year, the clients were very experimental in terms of different mediums of raw materials, developing new style of signs to connect the customer and enhance the brand value. The customer was more inclined towards theme based signs and not the conventional ones.”
Anupam Gupta, JMD
Amit Kanodia, Pioneer
Rajesh Kapila, Partner, Metro Multimedia Technologies [Digital]
one significant trend would be the use of soft signage's and frame systems which can be deployed to support soft signage applications in the retail formats.
– Supplier shares that companies, specially food retailers, are slowly moving on to UV technology which is more environment friendly and gives better quality too. So in terms of signage, the technology is moving to LED based solutions which are long-lasting. Talking about the developments in media / substrate business, Venkatesh says, “Being the leaders in media supply, 3M is directly playing a vital role in marketing their products which is obviously generating business for the convertors.” Says “For most of our clients we are their extended arm and not just a manufacturer. Throughout the year we introduce them and their creative partners to the latest t e c hnologies in signage systems, as we are aware that their customers have a very short attention span. Finally, it all boils down to one thing - influencing that buying decision.”
Tabrez Pasha from Squadron Graphics,
Meeting global standards
With greater exposure to international shopping environments, customers look forward to getting the same experience from retail outlets in India too. Playing a critical role in the store design concept, signage and graphics are expected to have superior quality and finish to bring the brand’s character alive. “We have reached almost 95% of global standards. More sophisticated machinery for sign makings and printing are yet to be introduced which requires large investments. The low demand for high quality sign and printing and low price are the main hurdles,” Badri says. While many ingredients come together to make the perfect in-store communication, it is vital that suppliers have thorough knowledge of the material, calibration of the machines to the material and inks and more importantly maintenance of machinery. “One can achieve consistency if ink procurement from single source all the time and maintain
Bhagwath Prasad, MD, Printech Digital Imaging Pvt. Ltd./Solutions 4 Retail Pvt. Ltd.
Badri Narayan Managing Director
Tabrez Pasha Managing Director Squadron Graphics
R.G Venkatesh, Chairman & Managing Director, Diamond
Display Solutions Pvt. Ltd.