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Customer: Kroger
 2,250 Custom Sign Holders in 22 Days
On October 25, 2005, an advertising agency working for the Kroger Great Lakes Division called with an urgent, yet undefined need. Here’s the challenge that was presented to us:
 “We need a sign holder that will accept a sign that will be placed on top of the coffin case coolers in the meat department and on wooden tables in the bakery. We want the holder to be free-standing and nearly invisible. We need the sign elevated 8” above the display surface. We want the sign to make the statement not the holder. We don’t know what we need we just know what we need it to do.”
Here’s the story of what transpired in an incredibly short period of time from there:
October 26, 2005
Drawing on our experience, we pulled from inventory a small scale version of the solution we had in mind. We shot a quick digital photo, emailed it to our customer and within an hour we had a clear direction to go in.
October 27, 2005
We produced a prototype based on the size and scale this 36” w x 24” h sign required. We attached magnets to keep the holder in place inside the rigorous environment of the retail store and a high traffic area inside the store. We provided metal C-clamps to secure the holder to the wooden bakery tables. One of the goals from our customer was to elevate the sign 8” above the top of the case. We calculated the yield from the raw material and advised them a 4.5” height would greatly reduce their cost.
October 28, 2005
Our customer received their sample and field tested the part. As is typical in the retail world, it needed to be demonstrated to the leadership team. Days passed and valuable production time slipped away.
November 2, 2005
We received approval of the design. Now for the hard part:
“We need 2,250 pieces of this display delivered by November 16, and by the way, can you pack them in kits? We need the magnetic version 3 per box and the other packed 2 per box.”
This leaves us with less than two weeks to cut, fabricate, rivet the magnets and pack 2,250 pieces. We pulled it off! Our truck arrived at its destination on November 16, 2005, only twenty-two days after we received that first call. Kroger had their sign to promote the quality and value of their products before the crucial Thanksgiving holiday rush and the ad agency shined in the eyes of a very important customer.
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