Plan Your Seasonal Transitions in Retail with This 8-Week Strategy
No stress, no delays, no missed deadlines. This is how you flawlessly roll out your next seasonal campaign across all your points of sale.
Seasonal transitions are critical moments for retail. New collections, fresh promotional materials, and coordinated roll-outs across dozens or hundreds of points of sale—it all needs to happen simultaneously, on time, and without errors.
One wrong timing and your campaign starts late. One store still showing old materials while the rest has already switched to the new season? That costs revenue and damages your brand image.
Yet for most retailers, things regularly go wrong. Why? Because seasonal transitions are more complex than they appear. And because one weak link in the chain—from approval to distribution—can derail the entire plan.
This guide helps you plan your next seasonal transition stress-free. With a clear 8-week strategy that accounts for all the pitfalls you want to avoid.
Why Seasonal Transitions Often Fail
Before we dive into the planning, first the hard truth: most seasonal transitions experience delays. Not because the concept is bad, but because the execution falters.
These are the four biggest pitfalls:
Late Planning: Materials Are Not Available on Time
You think starting six weeks in advance is enough. But by the time artwork is approved, production is completed, and materials are distributed, it turns out to be too tight. Your campaign starts a week late—or only partially.
The problem: Production times for POS materials vary between 5 and 14 working days, depending on complexity and workload. But when you also factor in approval rounds, corrections, and distribution, you quickly reach 6-8 weeks.
Underestimating Production Times During Peak Seasons
December, February, June—these are busy months for printing and fulfillment. When everyone wants to produce campaigns simultaneously, lead times are longer and the chance of delays is greater.
The problem: Those who don't account for peak periods end up at the back of the line. And that means delays you can no longer make up for.
Distribution Chaos: Not All Stores Receive Materials on Time
Even if production is ready on time, things can still go wrong during distribution. Wrong quantities, incomplete deliveries, or stores receiving materials too early or too late—it happens more often than you think.
The problem: Without tight coordination and one party maintaining oversight, fragmentation occurs. And fragmentation leads to inconsistency in your brand presentation.
No Plan for Return Logistics of Old Materials
You have new materials ready, but your store staff doesn't know what to do with the old ones. Result: old and new campaign materials hang mixed together, or old materials remain because no one picks them up.
The problem: Return logistics is often seen as a side issue, but is crucial for a clean transition. Without a clear plan, your store remains cluttered and unclear.
The 8-Week Plan for Perfect Seasonal Transitions
Eight weeks sounds like a lot. But experience teaches that this is the minimum time to roll out a seasonal transition without stress and delays. Especially if you work with multiple points of sale and want to start the campaign perfectly clean.
Here is the week-by-week breakdown:
Concept Phase – Start Early, Prevent Problems
This is the moment when many brands start too late. But this phase is crucial. Because here you lay the foundation for everything that follows.
What you do:
- Define campaign visualization and message. What message do you want to convey? What visual identity fits the season? This is the time to think creatively and strategically.
- Inventory required materials per point of sale. Walk through your points of sale and make a list: which stores need posters? Where do displays go? Which locations run special promotions and therefore need extra material?
- Create a list of formats and quantities. The more detail, the better. Think: A3 posters, floor stickers, shelf wobblers, displays, window stickers, and so on. And then per store or store type.
This prevents you from discovering halfway through production that you forgot something. Or worse: that you have to reorder and thereby experience delays.
Involve your fulfillment partner at this stage. They have experience with what works and doesn't work in practice, and can advise you on logistically feasible solutions.
Production Phase – From Idea to Tangible Material
The creative phase is complete. Now it's about execution. And this is where the first delay often occurs: approvals.
What you do:
- Finalize and approve artwork. Ensure all stakeholders—from marketing to product management to legal—give their approval. And do this in one structured round, not in three separate rounds via email.
- Start production (printing, displays, signage). Once artwork is approved, production begins. Don't wait with this. Every day of delay in this phase means one less day of buffer later.
- Arrange storage if needed for phased roll-out. Are you planning a phased launch (for example, first flagship stores, then the rest)? Then arrange temporary storage of materials so everything doesn't need to be distributed simultaneously.
Approvals are often the biggest source of delay. Research shows that 92% of marketers cite approval delays as the main reason for missed deadlines. By managing this tightly, you gain valuable time.
Set a fixed deadline for approvals and clearly communicate what happens if this deadline is not met: either delay in the launch, or proceed without final approval. This helps stakeholders prioritize their review.
Logistics Preparation – Everything Ready for the Switch
Production is running. Now it's time to prepare distribution. Because even if materials are ready on time, if distribution isn't properly arranged, things will still go wrong.
What you do:
- Plan distribution per store/region. Which stores receive which materials when? Create a detailed distribution schedule so everyone knows what happens when.
- Brief store staff about new materials. Send instructions to your stores: what's coming, how should it be hung, and what should they do with old materials? The clearer your instructions, the smoother the transition goes.
- Arrange return logistics for old seasonal materials. Make agreements about pickup of old materials. Ideally, this happens simultaneously with the delivery of new materials—that saves time and prevents clutter in the store.
This phase seems administrative, but is crucial for clean execution. Store staff needs to know what's expected of them, otherwise old materials remain hanging or new materials are hung incorrectly.
Choose one fulfillment partner who arranges both delivery of new materials and pickup of old materials. This prevents miscommunication between multiple parties and makes the transition more efficient.
Distribution & Execution – The Campaign Goes Live
This is the decisive phase. Everything you've prepared over the past weeks now comes together. And if you've planned well, this goes smoothly.
What you do:
- Store-by-store delivery according to plan. Each point of sale receives the correct materials at the agreed time. No surprises, no ad-hoc solutions.
- Pickup of old materials during delivery of new ones. In one move, you exchange old for new. This saves time, prevents old materials from remaining in the store, and ensures tight execution.
- Real-time updates on status per location. You want to know if everything is going according to plan. Arrange for a system (or a contact person) that gives you updates on which stores have already switched and where any problems exist.
The best planning is worthless if execution falters. By having real-time insight, you can quickly adjust if unexpected problems arise.
Don't plan deliveries on Mondays or during peak store traffic (like Saturdays). Choose quiet moments when store staff has time to hang materials properly.
Launch & Evaluation – Check and Learn
Your campaign is live. But your work isn't done yet. This is the moment to check if everything went well—and to learn for next time.
What you do:
- Campaign live in all points of sale. All stores now run the new campaign. A coordinated start strengthens your brand experience and maximizes impact.
- Check for correct implementation. Do spot checks: are materials hung correctly everywhere? Have old materials been removed? Is the presentation consistent?
- Collect feedback for next season. Ask your store staff and your fulfillment partner: what went well, what can be better? These insights make your next seasonal transition even smoother.
Every seasonal transition is an opportunity to learn. By systematically collecting feedback, you continuously improve your process.
Pro-Tips from Fulfillment Experts
After guiding hundreds of seasonal transitions, we've learned what works and what doesn't. Here are four golden rules:
Tip 1: Always Start 8 Weeks Before Launch Date, Not 6
Six weeks may feel like enough, but in practice it's tight. Especially if approval rounds come in between or if production takes longer than expected. Eight weeks gives you the buffer you need.
Tip 2: Build in 1 Week Buffer for Unexpected Delays
Something always doesn't go according to plan. An artwork that needs adjustment. A supplier experiencing delays. A store that's unreachable. By building in a week buffer, you absorb these unexpected delays without endangering your campaign.
Tip 3: Use the Same Partner for Old and New Materials
If one party arranges both the delivery of new materials and the pickup of old materials, you prevent miscommunication and the transition is more efficient. You have one point of contact, one invoice, and one party responsible for the end result.
Tip 4: Don't Plan Around Holidays or Peak Production Periods
December, February, and June are busy months for printing and fulfillment. If you want to produce during these periods, expect longer lead times. Ideally, plan your seasonal transitions outside these peak periods.
Case Study: Retail Chain with 70 Branches
Challenge:
A Dutch retail chain wanted to switch three campaigns within four weeks: Christmas promotions, sale materials, and New Year campaign. Each branch needed a unique mix of materials, depending on location and store size.
Solution:
Through phased production, smart storage, and coordinated distribution with return pickup in one movement, we rolled out the campaign tightly.
What we did:
- → Week 1-2: Artwork approved and production started for Christmas materials
- → Week 3: Christmas materials distributed, simultaneously sale materials produced
- → Week 4: Sale materials distributed + pickup of Christmas materials, production of New Year campaign
- → Week 5: New Year campaign distributed + pickup of sale materials
Result:
All 70 branches received the correct materials on time. Not a single store experienced delays. And by combining smartly, the chain saved 15% on logistics costs compared to three separate campaigns.
The lesson: With a tight plan and one point of contact, you can execute even complex transitions flawlessly in a short time.
Common Mistakes in Seasonal Transitions
Even with a good plan, things can go wrong. These are the five most common mistakes—and how to avoid them:
✗ Mistake 1: Overly Optimistic Lead Times
The problem: You assume production will be ready in 5 days, but forget approval rounds, corrections, and logistics. Before you know it, you're two weeks further.
Always calculate with at least 2-3 weeks for production and distribution. And add a week buffer to that.
✗ Mistake 2: Not Accounting for Peak Demand at Printers
The problem: You want to produce in December, but everyone wants that. Result: longer lead times and higher costs.
Plan your production moments outside peak periods. Or start extra early if you can't avoid a peak period.
✗ Mistake 3: Not Aligning Distribution with Store Staff Availability
The problem: Materials are delivered on Monday, but store staff doesn't have time that day to hang everything. Or materials arrive during the busiest shopping day, so they remain unpacked for days.
Align deliveries with quiet moments in the store. And communicate clearly in advance when materials are coming and what's expected of store staff.
✗ Mistake 4: No Plan for Storage of Old Materials
The problem: Old materials are picked up, but no one knows where they should go. Or they remain in the store because no pickup appointment was made.
Make agreements in advance about return logistics. Have old materials picked up during delivery of new materials. And discuss whether materials should be reused, recycled, or destroyed.
✗ Mistake 5: Producing Materials Without Considering Transport Volume
The problem: You order large displays that are perfect for your campaign, but forget they don't fit in a standard delivery van. Result: higher transport costs or even delays because special transport needs to be arranged.
Think about logistics in the design phase. How will materials be packaged? Do they fit in standard transport? Are they easy to assemble in the store? Your fulfillment partner can advise you on this early on.
Checklist: Is My Seasonal Transition Well Planned?
Before you launch your next seasonal transition, go through this checklist. If you can answer all questions with "yes," you're well prepared.
- Am I starting at least 8 weeks in advance?
If not: postpone your launch or accept risks. - Have I accounted for production peak periods?
Check with your printer or fulfillment partner when their busiest periods are. - Is my distribution coordinated with store availability?
Plan deliveries at quiet moments and communicate in advance with your stores. - Do I have a return plan for old materials?
Arrange pickup during delivery of new materials for maximum efficiency. - Do I have one point of contact for the complete transition?
Work with a fulfillment partner who takes everything off your hands—from production to distribution to return logistics.
Make Your Next Seasonal Transition a Success
Seasonal transitions don't have to be a source of stress. With the right planning, clear agreements, and one reliable partner, you can roll out every campaign tightly and on time—without hassle.
At Service Bureau Jansen, we have nearly 100 years of experience in perfectly timing campaigns. From printing to storage to store-by-store distribution: we arrange it all. So you can focus on what really matters: a strong campaign that resonates with your target audience.
Discuss Your Campaign with Our SpecialistsFrequently Asked Questions About Seasonal Transitions
Can a Seasonal Transition Be Done in Less Than 8 Weeks?
Yes, but only for very simple campaigns with few points of sale and standard materials. For larger retail chains with 10+ points of sale, we recommend 8 weeks to have sufficient buffer.
What If My Artwork Is Approved Late?
Then your planning will experience delays. That's why it's crucial to closely monitor approval processes and clearly communicate deadlines in advance. Consider starting pre-production with preliminary artwork, so you only need to implement final adjustments.
How Do I Prevent Stores from Being Late with Hanging Materials?
Through clear instructions, visual guidelines, and by planning deliveries at quiet moments. It also helps to inform store staff in advance about what's coming and how much time hanging will take approximately.
What If One Store Can't Make It on Time?
Arrange for an escalation plan. Which stores are priority (for example, flagship stores or high-traffic locations)? And who makes the decision if one store threatens to experience delays? By agreeing on this in advance, you can act quickly.
Is Phased Launch Better Than All at Once?
That depends on your brand and campaign. Phased can make sense if you want to test (first a few stores, then the rest), or if you run regionally different promotions. For brand experience and impact, a coordinated launch is often stronger.