These days, retailers are not only using signage to direct customers to their stores, but also to educate, entertain and interact with them. Using new materials, colors and motion, today's signs are an integral part of a retailer's overall image. Shopping Center World and Federal Sign, one of the leading designers and manufactures of retail signage, conducted an exclusive research study on the role that signage plays in today's retail landscape. We are pleased to present the results of our research in this special supplement sponsored by Federal Sign.

A research questionnaire was mailed to a random sample of 600 retail chain executives who receive Shopping Center World. The PRIMEDIA Intertec Research Department, Shopping Center World staff and principals of Federal Sign developed the research questions. a total of 135 surveys were returned, resulting in a response rate of 23%. Our goal was to determine to what extent signage played a role in the overall design of a retail store. Additionally, we pursued the latest trends in retail signage design as well as the impact of signage in driving sales at the store level.

The results of this survey present a very convincing argument that signage is now a key factor in the design and sales success of many retail locations. I hope you find this information enlightening and helpful as you contemplate how to motivate your customers with innovative thank Federal Sign for its sponsorship and technical assistance in the production of this research study. The company's involvement was an invaluable asset to our research efforts and is a measure of its commitment to the retail and shopping center industry.