Nashville Display repaired 300 racks at its own expense.
“They take care of all the logistics,
installation instructions, etc.,” he said.
“When you do business with them,
everything is pretty much taken care
of. They do a great job getting proto-
types turned around, and they bring
a lot of thought and insight to the
To Welker, the ideal display has
a “wow factor,” functionality for
all needed applications, and cross-
merchandising capabilities. And that’s
what Nashville Display delivered with
the recent rollout of the Muse rack
for wet cat food.
Earlier this year, Welker approached
Nashville Display about building a
smaller cross-merchandising rack
based on a design that won an OMA
Award at GlobalShop 2015. They
wanted a smaller version to help support
the upcoming national launch of Muse,
a natural wet cat food being launched in
farm-and-feed and pet-specialty channels. The plan was to show the rack at
the SuperZoo pet-specialty trade show
in July 2015. Nashville Display hit the
deadline as expected and delivered a
top-notch prototype to the show.
“They understand that a lot of time,
speed is of the essence,” Welker said.
“And they haven’t slipped on the
Solving problems personally
The challenging situation, though,
happened in the months following the
show. Nestlé Purina associates wanted
the Muse rack shipped directly from
SuperZoo in Las Vegas to another trade
show the following week in New Jersey,
where it was again a tremendous success. Then, they needed the rack back
at their headquarters in St. Louis for a
national retailer meeting the following
week. But by then, the rack’s header
system was broken after being shipped
around so much with inadequate packaging from the trade shows.
Nashville Display retrieved the rack
and fixed it in less than a week. And
when there was no way to ship it to
ensure an on-time delivery, Nashville
Display account executive Jeremy Wong
personally drove it six hours from Tennessee to St. Louis in time for a retailer
meeting the next morning, where it was
another huge success.
Wong has been the company’s personal Nashville Display contact since
the beginning of the relationship. Sometimes, he said, you just have to do what
is necessary to get things done.
“Part of doing business is you’ve got
to get the job done right. This is my
18th year at the company, and it’s not
my first time doing this,” he said. “It’s
not something we have to do often, but
when you’re called to do it, you figure
out a way to make it happen.”
Helping business improve
After the headquarters meeting, the
Muse rack went to another trade show,
followed by two additional retailer headquarters visits. It has become Nestlé
Purina’s traveling Muse rack and has
touched all four corners of the United
States. Through all of the excitement that
the rack has generated at various trade
shows and retailer visits, it has helped
Nestlé Purina launch a new national
brand to more than 600 accounts.
“These units are tremendously aid-
ing with the distribution of 20-plus new
SKUs at 600 retail outlets,” Welker said.
“Additionally, the racks hold enough
“We’ve got a good team here at Nash-
product that once they sell through once,
they have basically paid for themselves—
another great testament to Nashville
Display’s design and experience in
creating permanent displays.”
The display company specializes
in custom design and manufacturing,
beginning the process with a conversa-
tion and ending it with the buildout of
the preapproved prototype.
ville Display who make things happen.
It’s not just one person,” Wong said.
“If it wasn’t for everyone who was
involved, we wouldn’t even have that
story to tell.”
Meisha Perrin is a former editorial
assistant for Retail Environments.
Shop!’s Merriman Above & Beyond Awards
program recognizes member companies
that have exceeded customer expectations.
| nominated by Nestlé Purina
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