James Cirigliano is vice president of marketing for Diversified Labeling Solutions (DLS), one of the nation’s largest label manufacturers, and its parent company, TSC Auto ID Americas. He began his career in 3D animation and visual effects, working in the Chicago advertising industry as a visual effects supervisor and director before transitioning into marketing. Over the past 14 years, he has guided DLS through a complete rebrand, built an in-house video production capability, and developed innovative customer education tools. In 2023, Cirigliano expanded his leadership role to TSC Auto ID Americas, where he continues to build and lead the marketing team.
Q: What do you think about the current state of the label industry?
answer: The label industry is entering a period of change. Demand for labels continues to be fueled by e-commerce, retail, healthcare, food distribution, and logistics applications. At the same time, new technologies such as linerless labels and RFID [radio-frequency identification]sustainability-focused materials are reshaping expectations. Customers are looking for labels that not only work reliably, but also support efficiency, traceability and environmental responsibility. This puts pressure on converters and suppliers to innovate while maintaining consistent quality and speed to market.
Q: Diversified Labeling Solutions is celebrating its 40th anniversary. To what do you attribute your organization’s enduring success?
answer: Our 40-year success can be summed up in three things: our commitment to our people, our commitment to our distribution partners, and our focus on innovation. DLS has operated exclusively through this channel since its inception, making it a trusted partner for resellers and distributors nationwide. While we have invested in cutting-edge technology and expanded our capabilities, our core focus has always been on relationships, service and providing the highest quality products that help our partners grow their businesses.
Q: There are 5 facilities across the country. How does its distribution network help serve its customer base?
answer: Our five strategically located facilities allow us to serve our customers with speed, efficiency and redundancy. Having factories in multiple regions reduces transportation costs and lead times, while providing backup capacity to ensure business continuity. This national footprint allows distributors to stay competitive by quickly responding to customer demand regardless of location.
Q: Is it time for RFID to finally impact warehouse operations?
answer: yes. We are at a tipping point where the cost of RFID technology is decreasing and the value of data visibility is increasing. As e-commerce and supply chains increase in complexity, businesses need real-time visibility into inventory, assets, and workflows. RFID provides that level of detail. Additionally, retailers and logistics service providers are beginning to mandate RFID labeling for certain applications, accelerating adoption across warehouses and distribution centers.
Q: Why is quality data important for good labeling practices?
answer: The value of a label is determined by the data that drives it. Bad data equals bad labels. Inaccurate or incomplete information on labels can lead to incorrect shipments, compliance issues, and even safety issues. High-quality, accurate data ensures labels can do their jobs, including tracking assets and meeting regulatory requirements. As supply chains become increasingly data-driven, the role of accurate labeling has never been more important.
Q: How is artificial intelligence impacting the label industry?
answer: AI is the silent disruptor of labeling. From automating data validation to predicting maintenance in production, AI is reducing errors and increasing efficiency. Over time, AI will enable supply chains to predict labeling needs before they occur, enabling operations to be proactive rather than reactive.
Q: How can good warehouse signage improve productivity and safety?
answer: Clear, durable signage is essential to both the efficiency and safety of warehouse operations. Well-designed signage can help speed up employee movement, reduce picking errors, and organize workflow.
Equally important, safety signs ensure regulatory compliance and prevent accidents by clearly communicating hazards and procedures. In a fast-paced warehouse environment, good signage is just as important as good labels. This keeps people safe while keeping product moving.
Q: How will sustainability shape the future of labels?
answer: Sustainability is one of the biggest forces shaping our industry. This is no longer an option, but an expectation. Customers are increasingly demanding environmentally friendly solutions such as thinner liners, recyclable materials, and linerless labels. At DLS, we launched the Ecologic product line to meet these needs and partnered with organizations that plant a tree for every sustainable label sold. Sustainability is no longer a nice-to-have, but an expectation, and we are committed to leading the way.
