Fast-Track Firms : Creativity Goes a Long Way

The software discs soon went the way of the long-playing album (not to mention typewriter ribbon), so Foxfire called an audible and gravitated toward providing in-store signage for large-scale 
retail chains, ranging from groceries and drugs to apparel, automotive and dollar store environments. A grocery client may need 5,000 signs per week, per store, and a large chain may mean several million signs a week. Feretti notes that since the cost to hang a sign is about eight to 10 times the cost of the sign itself, his company decided to focus on ways clients can reduce their labor costs.

Instead of sending printed, perforated sheets to customers—which then need to be broken down and sorted—Foxfire’s Rapid Signs software circumvents that laborious process. Using client data, Foxfire commingles all of the merchandising and advertising programs, prints a unique set of signs for every store, and sorts it in Plan-o-gram order.

“We marry up all the Plan-o-gram databases for all the stores within a chain against the prices that are supposed to go to those stores for the products that are supposed to be on sale,” he says. “They can receive, if the customer has granular data, a unique set of signs for each store. We’re giving them to clients as cut signs, like a deck of cards. The store operator now doesn’t have all of the front-end labor.”

The Rapid Signs software played a significant role in Foxfire’s ability to harvest market share in the past year. With the price of signage already low, eating away at the installation cost resonated with new customers.

Foxfire added to its equipment arsenal, buying a Xerox iGen4 and two additional Xeikon 3000 series digital presses in the past 18 months. Feretti also expects to add a wide-format flatbed digital device by year’s end, as well as a large-format offset press in 2012.

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