Signage is the first brand call-out to a customer and therefore a critical tool of brand communication and identity. In a conversation with VM&RD, Sasikumar Ramaswami, President - Group Head, Store Design & Projects, Landmark Group, Lifestyle International Pvt Ltd, takes us through the group’s approach to signage and how partnering with LP Flex for the signage requirements of group brands like Max helps in consistently maintaining quality.

Approach to signage and in-store communication 

Signage plays a vital role for any brand, it’s the first call-out to a customer by which he or she registers the brand presence. Max being a global brand is very focused on signage. We began in Dubai and we have opened 300 plus stores and are currently working on many more. So signage and any kind of in-store communication are very important for us from a business point of view. We have been constantly evolving and upgrading when it comes to signage.

Partnering with LP Flex

We have been working with LP Flex for the past two years. They understand our standards and it is easy for us to adapt it to India. In Dubai, since there is no import duty, we are able to import top-quality signage materials. And by partnering with LP Flex, we are able to get the signage installed pan India with consistent quality.

How the right vendor partnership makes a difference

Currently, we are working exclusively with LP Flex to take the complete brand signage to the next level pan India. Earlier we worked with local vendors, but maintaining consistency was proving to be a challenge because it was very difficult to monitor quality as they would tie-up with local players for installation. But with LP Flex there is the comfort factor of working with someone who is scalable and has the capability. So we know the quality will not be compromised. Also, they know our requirements and specs across different formats and seasons.

Read the full interview in the January 2020 edition of VM&RD Magazine.

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