"We have invested in the future"

Werbewoche.ch: Renato Bolt, hand on heart: How has Christinger got through the Corona period so far?

Renato Bolt: Well, we're doing great (laughs). No, of course it would be a bit of a euphemism to say that we didn't suffer any losses as a result of Corona. Everybody had them. But we did our best to use the time as a "creative phase" - and I think we succeeded.

You sound positive - although some of your "classic" signage solutions could hardly be used in closed stores or empty city centers?

We had to make adjustments, yes. But it was extremely important to my team and me that we didn't launch any quick fixes that customers wouldn't be able to use after the Corona crisis. The new product solutions that we have launched in recent weeks are intended to provide help during the crisis - but also to be usable beyond it.

Can you give us an example?

I can list a few. One example is steles with disinfection dispensers, which you can later use as ordinary signage elements. You have to remember that many customers are coming into contact with signage tools for the first time as a result of the current situation. If what they develop with us now can be integrated into their normal day-to-day business after Corona, then that's positive for both sides.

In addition to this long-term strategy, have you also developed products that are tailored to the current situation?

Yes. Here we have focused on existing product offerings, which we have adapted to current conditions. Floor lettering for indoor and outdoor use, which reminds people to keep their distance; cab protection for public transport; shop window lettering or partition walls for the catering industry.

How long did it take you to get to market with these products?

Fortunately, we have an excellent product management and innovation team that has developed ideas and linked them to existing offerings. In some cases, less than 24 hours passed from the idea to production. That made for some pretty long working days for some people. I would like to take this opportunity to thank my team for their great support.

The pressure in your industry was already high before Corona. Foreign competitors are entering the Swiss market via the Internet, sometimes offering dumping prices. Has this pressure increased again now?

The pressure is clearly noticeable and will continue to increase, I assume. It can be tempting for some customers to take advantage of a heavily discounted offer. But we are noticing more and more frequently that first a few thousand francs are supposedly "saved" and then the durability of the product is so poor or the quality doesn't meet the requirements, so the customers then turn to us after all. And we welcome them with open arms, of course. The current situation shows that Swissness, flexibility, speed and quality are very clear advantages that speak for us. And for me personally, the greatest honesty is also important - that is, only promising the customer what we can guarantee him.

While you're on the subject of quality: These days, you're announcing that you've invested substantially in a new LED high-performance digital printing system. Isn't that a risk at the moment?

Our company has been well embedded in the Wipf Group, an internationally active family holding company, since 2017. Our owners are absolutely convinced that the entire group will emerge stronger from this crisis. Christinger AG pursues the goal of "quality first" and with this investment creates a quantum leap in visual communication. The 7-pictoliter technology will make it possible to realize high-resolution images in unprecedented quality and speed. At the moment, the investment may seem counter-cyclical, but it is a clear signal: with the new system, we have an exclusive offering in Switzerland and can provide customers with solutions that no one else has in their portfolio. And all this on flexible and rigid materials.