Your retail client wants all materials ready before the end of July.
The brief lands in your inbox in June. Inside: a dozen stores, multiple material formats, one deadline — and most likely several rounds of corrections before final approval.
This is the moment when it becomes clear whether the campaign will roll out consistently — or whether you’ll spend the week before launch putting out fires.
The earlier you confirm production capacity and deadlines, the lower the risk that your client’s summer sales campaign will launch late or without part of the materials.
What does a typical summer retail campaign include?
A seasonal retail campaign usually consists of several layers of communication working simultaneously within the same retail space:
– window graphics and self-adhesive films,
– promotional posters and prints,
– A-boards and display stands,
– sale zone signage,
– floor stickers and directional communication,
– product displays and presentation units,
– price communication and POS materials.
For retail chains operating across multiple locations, there is one more important factor: consistency between stores. The same visual effect, the same print quality and colour consistency across production batches — regardless of whether the stores are located in the same city or across different regions.
Where is time usually lost — and what does it cost the agency?
Rarely at the graphic design stage itself. Most often in everything that happens after the brief:
– Files come back with corrections halfway through the production schedule — and the entire project stops.
– An express deadline suddenly becomes impossible with the current supplier three days before launch.
– Coordinating several suppliers for different campaign elements consumes so much of the PM’s time that quality control starts slipping.
– Last-minute reprints — because the campaign performs better than expected — require additional days and additional coordination.
Each of these situations is predictable. And each can be addressed earlier — if you know your production partner is prepared to handle them.
How does Labo Print support retail campaigns?
We produce POS materials, retail signage, display elements and large-format communication as a production partner — not as an online platform.
In practice, this means four things:
– One project manager for the entire campaign. Regardless of the number of elements or locations — one contact person, one schedule, one responsibility.
– Express production even within 24 hours from artwork approval. A standard option with a reasonable surcharge — not an exception at double the price.
– Active DTP support. We verify files and contact the designer before an issue blocks production. We do not reject files — we intervene.
– Support for non-standard projects. Formats, materials and constructions outside a standard online catalogue — we assess feasibility and propose solutions.
How to prepare for a summer retail campaign?
Based on our experience with seasonal retail rollouts, the following works best:
✔ Confirm production capacity and lead times before sending the brief to the client.
✔ Standardise formats between locations — one template instead of multiple versions.
✔ Prepare materials that are easy to install and replace — without additional tools on site.
✔ Plan reprint options in advance if the campaign timeline is flexible.
✔ Work with one production partner for the entire campaign instead of coordinating several suppliers.
Preparing a summer retail campaign for your client?
Send us the brief or a short description of the project — we’ll confirm deadlines, production possibilities and propose the best way to coordinate the entire rollout.
No obligation. Based on a real example.