Songkran Resets and Compressed Windows
Why festive peaks in Thailand demand earlier fixture booking and tighter planogram verification.
Festive peaks shrink both booking lead times and the useful life of a clean bay. If verification starts late, you only photograph the teardown of a temporary build.
For Songkran and year-end waves we recommend locking secondary locations earlier and scheduling the first compliance walk within days of reset completion. A second pass near the end of the peak shows whether stock and facings held through the rush.
Planograms that ignore compressed capacity look generous on paper and thin on the floor. Briefings that place field capacity next to festive dates tend to cut vanity facings first.
Keep diagrams simpler when dwell time drops. Shoppers moving quickly need clear brand blocks more than intricate sequences that only look good in software.
After the peak, debrief with photos from both passes. That debrief seeds next year’s booking conversation with the same banners.