⎯ THE CHALLENGE
174 STORES. 4 RETAILERS.
INCLUDING THE CANARY ISLANDS. 72 HOURS.
A leading manufacturer of mobile devices was launching a new family of three products. The launch date was subject to an embargo—the product could not be displayed in stores before the agreed-upon time—and the nationwide rollout had to be completed within 72 hours of the embargo being lifted.
The scope: 174 points of sale across four different retailers, spread throughout Spain, including the Balearic Islands and the Canary Islands. This is no minor logistical detail—the Canary Islands require a flight, advance coordination of materials, and a local team. Any failure in that chain makes it impossible to arrive on time.
The client’s goal was clear: to roll out the system to 90% of the stores within 72 hours.SIG Spain set out to exceed that goal.
174
STORES
4
DIFFERENT RETAILERS
3
NEW PRODUCTS
72H
TOTAL DURATION
⎯ OBJECTIVES
WHAT THE CUSTOMER NEEDED
90% of the 174 stores were set up within 72 hours
The client’s goal was to reach 90% within the established timeframe—a target that was met, with all three products correctly displayed at each point of sale.
True nationwide coverage, including the islands
The Balearic Islands and the Canary Islands are neither exceptions nor second-class regions—they are part of the same goal and the same timeline. National coverage must be genuine, not limited to the mainland.
Compliance with the embargo at all points of sale
No store was allowed to display the product before the agreed-upon time. The embargo is a commitment to the manufacturer that allows for no exceptions or deviations.
“The client asked for 90%. We set our sights on 100%. Not because the client demanded it—but because we knew we could.”
SIG Spain Operations Team
⎯ THE SOLUTION
LOCAL TACTICS, AI-
, AND TRAINING THAT SPEEDS UP PROGRESS
A nationwide rollout in 72 hours can’t be achieved with a centralized team that travels. It’s achieved with local teams that don’t need to travel, routes optimized to the fullest extent possible, and training so thorough that time spent in-store is reduced to the absolute minimum.
NETWORK OF LOCAL TACTICS IN EACH CITY INVOLVED
Instead of deploying teams from a central location, we activated a network of local tacticians in each city included in the plan . This eliminates travel time between cities, avoids unnecessary transportation costs, and has the added advantage that each tactician knows their area—opening hours, the specifics of each local retailer, and access to each store.
ROUTE OPTIMIZATION USING ARTIFICIAL INTELLIGENCE
We use AI tools to design routes for each field representative, maximizing the number of stores visited per day and minimizing travel time between retail locations. In a project where every hour counts, the difference between an optimized route and a standard route can mean the difference between meeting the deadline and missing it.
IMPROVED TRAINING GUIDES TO REDUCE TIME SPENT IN STORE
We redesigned the field team training guides to speed up in-store implementation without sacrificing quality. Visual, step-by-step guides with the three products clearly differentiated. Less time interpreting instructions, more time implementing.
ADVANCE LOGISTICS TO THE CANARY AND BALEARIC ISLANDS
The equipment for the islands was shipped early to ensure it arrived before the rollout began. The local teams in the Canary and Balearic Islands were trained and ready from day one—no logistical excuses, no island-related delays.
⎯ RESULTS
THE NUMBERS
THAT COUNT
100 %
: STORES COMPLETED
Customer target: 90%
174
POINTS OF SALE IN PLACE
On time and with the lien upheld
72H
DEADLINE MET
Nationwide, including the islands
↑
EQUIPMENT RETENTION
Improvements Compared to Previous Projects
The client requested 90% within 72 hours. SIG Spain delivered 100% of the 174 stores within the established timeframe —with inventory levels met at all points of sale and full coverage in the Balearic and Canary Islands. No exceptions, no second-class areas, no stores left pending for the next day.
One noteworthy secondary result: an increase in the field team’s retention rate. A well-organized project, with optimized routes and clear guidelines, is also a project where the team performs better. And a team that performs well is likely to return.
⎯ KEY LESSONS LEARNED
WHAT THIS PROJECT TAUGHT US
Every visit is an opportunity for business intelligence.
A store team sees things that no sales report captures: how the competition’s products are displayed, what customers ask, and how the salesperson reacts to each product. Taking advantage of that visit to gather information beyond the campaign itself isn’t just a bonus—it’s a high-value added service that the client can use to inform their future decisions.
To meet a demanding rollout KPI, you need a trained team in each area.
There are no shortcuts. A local tactician who knows their area, understands the brand’s standards, and has clear guidance can execute faster, with fewer errors, and without relying on anyone else to resolve unforeseen issues. The local network isn’t a luxury—it’s the only way to pull off a true national rollout in 72 hours.
It’s not technology just for show—it’s a tool that reduces travel time, increases the number of productive visits per day, and distributes the workload evenly among the team. On projects with tight deadlines, that extra margin can be the difference between 90% and 100%.
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