When Asda decided to bring back Daisy the Cow as part of its ‘Take a Fresh Look’ campaign, shoppers quickly noticed the return of one of the retailer’s most recognisable characters.
What many customers did not see was the planning, coordination and operational expertise required to deliver the project successfully. Behind every installation sat a carefully managed programme involving retail logistics, design, warehousing, transport and installation, all working together to ensure every Daisy arrived safely and on schedule.
This project demonstrated how multiple business units at Sigma came together to deliver seamless retail solutions, even for projects that appear straightforward on the surface.
More Than a Simple Store Installation
Reintroducing Daisy the Cow involved far more than transporting a display from one location to another.
As Sigma’s trusted GNFR partner, the team was responsible for managing a herd of 50 life-size model cows, securely stored at the company’s Copperworks facility in Castleford before being prepared for delivery.
Each installation required careful planning to ensure the displays could be transported, handled and installed safely within busy retail environments while maintaining programme deadlines.
Although the finished result appears simple, every stage of the project required detailed coordination behind the scenes.
Coordinating Every Stage of the Project
Successful project logistics relies on bringing together multiple teams with a shared objective.
For the Daisy programme, Sigma’s divisions worked collaboratively to deliver every stage of the project, including:
- Secure storage and asset management through GNFR
- Bespoke plinth design by Sigma Display
- Project planning and coordination through Project Solutions
- Scheduled transport and retail logistics
- Professional retail installation within live stores
By coordinating these services under one delivery model, the programme remained efficient from initial preparation through to final installation.
Delivering Safe Installations in Live Retail Environments
Every Daisy was designed to sit securely above the refrigeration aisle, remaining visible to customers throughout the day.
To achieve this safely, Sigma Display designed bespoke mounting plinths specifically engineered for the installation, working closely with Sigma Project Solutions to ensure each unit met operational requirements before leaving the warehouse.
Once deliveries arrived on site, experienced retail installation teams were ready to complete the installation immediately, reducing delays and ensuring each programme milestone remained on schedule.
Working within live retail environments also required careful planning to protect customers, staff and ongoing store operations throughout the installation process.
An Integrated Approach to Retail Logistics
Projects like this highlight the benefits of an integrated approach to retail logistics.
Rather than managing separate suppliers for storage, transport, design and installation, retailers can benefit from a single delivery partner coordinating every stage of the programme.
This joined-up approach improves communication, provides greater visibility and helps reduce delays while ensuring projects are delivered consistently across multiple locations.
As Stuart Thomas, Logistics Director at Sigma Group, explains:
“This is a brilliant example of what our end-to-end model means in practice. We are not just delivering fixtures. We are managing the whole journey, from Copperworks to the shop floor, and making sure every Daisy lands exactly where she is supposed to be, on time.
Although the project centred around a familiar retail mascot, it perfectly demonstrates the planning, engineering and operational expertise that underpins successful retail delivery programmes.
Looking for Support with Retail Logistics?
Whether you are planning a national rollout, managing specialist GNFR assets or coordinating complex retail installation programmes, Sigma provides integrated solutions that bring every stage of project delivery together.
From warehousing and project logistics through to display engineering and installation, our experienced teams help retailers deliver projects safely, efficiently and on schedule.