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Issue link: http://read.dmtmag.com/i/58426
operators time and money and generates addi- tional revenue. When making the decision to convert to elec- tronic signage, Stadjuhar recommends that cus- tomers begin to ask themselves, "Do I want to mar- ket my fuel, be aggressive, and use fuel as a profit center that I can analyze and measure to perform better, or will I just follow the crowd?" Ask yourself the following questions: • • • • What is your end game and how do you want to make the system work as a whole? What is important to you and your company as far as pricing goes? How will you integrate the sign and the corre- sponding systems together? "After you have these answers then you need to look at companies that can make each of your priorities happen," Stadjuhar says. "Then you need to look at the sign as one of the most important marketing images you have." Remember that price signs are one of the first items a customer notices when deciding on which store to purchase from. So ask: Does this sign fit my image? Does this sign improve or retract from the other signage around it. How does this sign look in all light levels—bright sun, gloomy, night, and all others? How does the color and design fit my image? How long will the company making the sign be around to work with me on future projects and be there if there is a problem? How will you service the sign if there is a problem, can you inte- www.npnweb.com n NPN Magazine • • grate it and analyze the health and functionality of the sign? Wenner suggests other important factors to consider include: • Ease of integration into existing signage. Some products are easier to install/integrate than oth- ers, saving time and money. Ask your installer how easy the product is to install. How much square footage does the price sign consume? With more and more restrictive zon- ing regulations a marketer will want to be con- scious of square footage, for example, not all 16" electronic price signs consume the same amount of square footage on a sign. If the electronic price signs you purchase use too much square footage it leaves less room for the brand to be displayed. Automatic dimming. Consumers will want an automatic dimming feature, adjusting the bright- ness to the optimal level during all lighting con- ditions is zoning friendly and energy efficient. Visibility. Not all electronic price signs show up well in direct sunlight. You do not want your display to be illegible for a couple of hours after sunrise and a couple of hours before sunset. "This product is a long-term investment," Wenner says. "It is undoubtedly important that customers look for a stable manufacturer that they trust to partner with for the next 7 to10 years and that they are confident they will be around to back the product and installation for years to come." MARCH 2012 17 BJ's - Skyline LED Pump Top Displays