DDi - June 2010 - (Page 12)

12 | Quick Tips ways to successfully manage a national brand’s signage re-image N ational brand re-image signage conversions require a process to ensure consistency and efficiency. The five tips below guided all stakeholders through national franchisor Jiffy Lube International Inc.’s first major re-image in 30 years. Take control of the vendor selection process. Typically, signage programs are introduced through an RFP process, and vendors are selected through an open online bid. Corporations often leave selection of vendors to the procurement department, but procurement managers are rarely familiar with the intricacies of a major signage project. It is important to control the vendor selection process while working closely with your procurement department; after all, it is the project manager who is ultimately responsible for the implementation of the project. Before selecting a vendor to bid on the project, ask around. Your design consultant, primary material suppliers and peers are good sources for referrals. Photo: Courtesy of Jiffy Lube International Inc. Share everything. After vendor selection, a “team” approach was communicated during a twoday meeting that included representatives from each vendor’s sales, engineering, production and project management departments. Also in attendance were the primary material suppliers, the Jiffy Lube procurement manager and the design team. Engineering and manufacturing ideas were exchanged, signage design and specifications were modified on the spot with the designers, and strategy and project materials were discussed. By developing a culture of openness, cooperation and trust, it was easy to navigate the hazards that lay ahead. With common objectives identified, it allowed vendors to share their best practices in an atmosphere of “what was good for one really was good for all.” Equalize the playing field. Assign vendors to geographic areas that play to their strengths in project management and manufacturing. In the interests of fairness, try to equalize the number of stores assigned to each vendor. Localizing vendors to their target customers allows for frequent customer face time. There are several benefits to this approach, including freight cost efficiencies for vendor and franchisee, vendor sales resources focused on assigned regions and target customers, and equitable treatment for all customers. Standardize the “P’s.” Standardizing material procurement, production and pricing is critical to successful project management. The more aligned the “P’s,” the easier implementation will be for the retailer and the vendors. Standardization and consistency among the “P’s” ultimately provides the clearest path to success of the project and—more importantly—acceptance by the customers. Following these tips will make it easier to manage the process of a national signage brand re-image for your company. Good luck! —Marcus Duffel is group manager, construction with Houston-based Jiffy Lube Intl., and has been with the company for more than 12 years. www.ddionline.com Prototype, test, modify. Jiffy Lube selected several vendors to each install a prototype store. This allowed them to test and modify proposed signage designs in full scale in the field. Additionally, it allowed them to analyze manufacturing methods, delineate installation procedures and evaluate the performance of each potential vendor. | June 2010 http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - June 2010

DDi - June 2010
From the Editor
Newsworthy
Quick Tips
Greentailing
Editor’s Choice
Design Snapshot
Channel Focus: Home Furnishings
Levi’s London
Berlin
Put the “StoreFirst”
Branding in 2010
Most Valuable U.S. Retail Brands 2010
POP Products
Right Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - June 2010