From Continuum. Retail promotional signage is more complicated today. It requires collaboration that includes your vendors, merchants, marketing specialists, pricing staff, advertising coordinators, translators, operations and store environment. You have to organize and communicate. What worked in the ‘90s will not work today. You have to achieve customer impact, centralized branding, management of your total promotional signage “real estate”, time-to-market, pricing accuracy, reduced administrative burden, localization and assortment clustering for demographics and regulatory environment, bullet-proof in-store execution and helpdesk support for marketers and stores.