When to split a Thailand rollout into two waves
Not every campaign needs a single national go-live. Sometimes two waves protect shelf quality and field capacity.
A single national go-live looks decisive on a calendar. On the floor, it can stretch field teams so thin that every door looks half-finished. Splitting a Thailand rollout into two waves is sometimes the more professional choice.
Split when capacity is the constraint
If your merchandisers or promoters cannot cover the full door list with quality set-up in one weekend, two waves protect shelf standards better than a heroic single push.
Keep brand storytelling consistent across waves
Wave two should not look like a different campaign. Lock the visual kit and talk track once, then stagger only logistics and labor.
Tell stores which wave they are in
Store managers dislike surprises. Share wave membership early so receiving and set-up expectations match reality—and so wave-one doors are not asked why a neighboring branch “already has everything.”