Case study

Merchandise rollout across 32 optical stores in 18 Mexican cities

A national optical chain with a two-year expansion plan needed to produce welcome kits and opening gifts for every new store. We designed a modular system and delivered 32 packages over 14 months on a monthly cadence.

Request a quote

Client context

The chain operated one hundred twenty optical stores at the start of the project and planned to open thirty-two more over a fourteen-month period. Each opening was scheduled three months in advance between lease signing and public opening. The marketing area had to deliver, at each new store, a welcome package for the first customers and a promotional gift set for the staff joining the location.

Stores were distributed across eighteen cities nationwide, with concentrations in Monterrey, Guadalajara and Puebla, and single openings in secondary cities such as Hermosillo, Chetumal and Tuxtla Gutierrez. The client asked for a production system that could scale without sacrificing visual consistency between stores, keeping a single design line adaptable to the variable opening volumes.

The programme had to align with the client's fiscal calendar. Invoicing was issued monthly, consolidating every opening of the month, with sixteen percent VAT breakdown and reference to each store's cost centre. In border cities, part of the merchandise was temporarily imported for local screen printing, returning to the central warehouse at campaign closing.

The client's human resources area supported every opening with a staff induction process. The staff welcome gift set had to be available five business days in advance to be included in the induction kit. The logistics operation combined overland shipments to connected cities with air shipments to secondary cities.

At a glance

Industry
Optical retail
Scope
18 cities, 32 stores
Volume
22,400 pieces over 14 months
Lead time
14 months on monthly cadence
Model
Modular production with staggered shipments
Currency
MXN, CFDI 4.0 + foreign trade at the border

Methodology

The customer welcome kit included a recycled cardboard box with the chain's isotype, a foldable microfibre lens pouch with magnetic closure, a card with QR code to schedule a free check-up during the first thirty days, a pocket-size cleaning solution bottle and a high-density microfibre lens cleaning cloth. The box was designed to function as a counter display at the optical store.

The staff welcome set consisted of an urban backpack in recycled canvas with low-density embroidered logo, an A5 notebook with ruled pages and themed dividers for training, a pen set with recycled cardboard bodies, a thermal bottle with the store name laser-engraved, and a professional badge with recycled faux-leather holder.

The modular system was built around three production blocks. Block A, common to every opening, covered universal gifts and was produced in a single initial run of four thousand pieces. Block B, customised by city, included the engraved bottle and the staff badge, and was produced monthly as the client confirmed the calendar. Block C, store-specific, added optional gifts per local plan, such as limited-edition dark lenses or premium sets for openings with a special guest.

The logistics operation combined two routes. Cities connected by freight trucking received their pieces in consolidated trucks from our Queretaro facility, with direct delivery to each optical store within five to seven business days. Secondary cities without a direct route were served by air from Queretaro or Mexico City airport, with courier counter delivery within three to five business days.

Temporary importation applied to local screen printing of the isotype in stores at Reynosa, Nuevo Laredo and Ciudad Juarez. We processed monthly pedimentos with consolidated documentation per border city. The temporary inventory closed with the return of unassigned pieces to the central warehouse at the end of each monthly campaign.

At every opening, we delivered to the client an operational report with punctuality indicators, pieces delivered, optional gifts sold and suggestions for the next store. The information fed an internal marketing dashboard that allowed adjusting block C based on observed performance per market.

Results

32stores served
18cities
22Kpieces delivered
14 mrollout duration
96%on-time deliveries

The marketing area reported visual consistency across all openings, regardless of city or store size. The modular system allowed adapting the optional gift volume to each market's commercial reality, avoiding surpluses that in previous projects had ended up sitting in warehouses for months.

The fiscal team validated the monthly CFDI 4.0 receipts and the border city pedimentos without observations. Monthly invoice consolidation reduced document processing volume and simplified reconciliation with the client's accounting system, according to the finance area report.

The human resources team noted that staff gift availability five business days in advance allowed inclusion in the induction kit without disrupting the training schedule. Before the rollout, the staff set arrived on average three days late and forced last-minute adjustments to the induction agenda.

The commercial area reported that the customer welcome kit generated, on average, twelve percent more check-up appointments in the first thirty days compared to stores opened under the previous system. The cleaning solution bottle, according to the optical team, was the most recalled gift among customers and became a repurchase item at the counter.

As an unplanned effect, two mid-size cities not originally planned (Saltillo and Veracruz) requested additional openings during the last quarter of the project. The modular system allowed incorporating these openings without modifying blocks A and B, adding only the store-specific block C, which kept the monthly pace without overloading the operation.

Lessons learned