When Five Below decided to switch its store communication platform, time wasn’t on their side. With an expiring vendor contract and an ambitious goal to upgrade technology, they had just 90 days to roll out Zipline to 1,500+ stores across the U.S.
For most retailers, a transition of this scale might take a year or more. But Five Below isn’t like most retailers.
As one of the fastest-growing value retailers in the country, Five Below offers a treasure hunt-style shopping experience, where everything is priced $1 to $5 and some extreme value items priced beyond $5. With aggressive expansion plans and a high-energy, fast-moving business model, keeping store teams aligned is critical to maintaining operational success.
So, when the company made the call to switch platforms under a tight deadline, there was no room for delays, misalignment, or overcomplication. One of Five Below’s core values is “Achieve the Impossible”—and with strong leadership, disciplined execution, and a tight partnership with Zipline, they did exactly that.
Here’s how they pulled it off—and what other retailers can learn from their journey.
Making the Case for Change
By early 2023, Five Below’s existing vendor contract was nearing its end. They needed a more advanced, scalable solution to keep pace with their growth. The contract with Zipline was signed in January 2024—leaving just three months to roll out the platform before their existing system shut down.
“From zero to 1,500 stores in 90 days—it was an incredible journey.”
Aligning the Right People from the Start
The first key to success? Internal alignment. From the executive team to frontline employees, Five Below ensured that everyone was on board with the plan and its tight timeline.
“Internal alignment at the leadership level was really good, and we had real clear rollout priorities,” explained Steve Gerlach, Senior Manager of Planning and Communications at Five Below. “Commitment from business partners was important because we only wanted to deliver on an MVP. Everybody was aligned, and that’s the way we achieved success.”
MVP, or Minimum Viable Product, means launching with only the most essential features—getting the platform up and running without overcomplicating the process. Rather than trying to roll out every possible feature all at once, Five Below stayed laser-focused on what was critical for launch, avoiding scope creep.
“Setting the tone on MVP was a big thing for us. We just level-set early on,” says Steve. “We didn’t have the luxury of time, so remaining stubborn was really important.”
Executing at Speed Without Sacrificing Quality
Rolling out a new platform in just 90 days meant juggling multiple priorities at once—technical setup, field training, and change management all had to happen in parallel. Keeping teams engaged and aligned wasn’t easy, but clear communication and structured onboarding made all the difference.
“The admin and store-level change management was big. Navigating that while working on an accelerated timeline—it was like juggling a bunch of plates in the air,” Steve shared.
One of the biggest lessons learned? They initially spent too much time on system configuration instead of prioritizing hands-on training. “Our initial focus on configuration took a little bit too much time and energy from the team,” Steve shared. “We probably should have spent more time on the pilot training instead of worrying about config.”
Despite the breakneck pace, Five Below kept teams engaged by setting clear expectations early and using creative onboarding tactics to drive adoption.
“We set a lot of clear expectations with our field leaders and our stores. We told them very early on, ‘This is what you’re gonna get and when,’ and it worked out really well for us.”
The Role of Strong Partnerships
Executing a rollout at this speed required more than just internal alignment—it also meant having the right external partners who could move just as fast. For Five Below, Zipline’s team became an extension of their own, providing hands-on support and guidance throughout the process.
“Our account manager, Amy, was incredible,” Steve shared. “She treats me like I’m the only person in the room. And what I’ve seen with Zipline is that that’s just the culture.”
This close collaboration helped troubleshoot issues quickly, drive adoption, and keep the implementation on track.
By working side by side with Zipline’s team, Five Below was able to stay focused, navigate challenges, and ensure a smooth launch—despite the aggressive timeline.
Key Lessons for Other Retailers
Rolling out a new platform at this scale—and on such a tight timeline—was no small feat. Looking back, Steve identified a few critical lessons that helped Five Below pull it off and could benefit other retailers tackling similar projects.
1️⃣ Start early
The faster the deadline, the more critical early preparation becomes. “Ninety days isn’t fun. We got it done, but that’s a big piece of it,” Steve says.
2️⃣ Give demos the time they deserve
Rushing the evaluation process can lead to surprises down the road. “Ask a lot of questions—don’t rush the demo,” Steve advised.
3️⃣ Prioritize training
Ensuring key stakeholders feel confident with the platform is just as important as the technical setup. “Key stakeholders need to have enough time to learn. Make sure your business partners and publishers are comfortable with the platform.”
4️⃣ Back-publish content before launch
Having a stocked platform from day one helped drive immediate adoption and avoided confusion for store teams logging in for the first time. “The worst thing you want is for someone to log in on day one and find nothing there.”
5️⃣ Make it fun
Engagement drives adoption, and Five Below found creative ways to keep store teams invested. “We did scavenger hunts, we planted Easter eggs, we drove adoption with some prizes. It kept teams engaged.”
By following these principles, Five Below not only met their aggressive timeline—they also ensured long-term adoption and set a new standard for seamless rollouts in retail.
What’s Next for Five Below?
With the successful rollout behind them, Five Below is already thinking about how to build on this momentum. The lessons learned from this rapid implementation aren’t just helping them optimize Zipline—they’re shaping how the company approaches future technology rollouts.
“We now have the playbook to move an entire chain of stores and a couple hundred corporate employees from one comms platform to another in 90 days,” Steve said.
By staying focused, aligning the right people, and embracing strong partnerships, Five Below proved that even the tightest deadlines can lead to long-term success. And with Zipline fully embedded in their operations, the retailer is well-positioned to continue scaling efficiently—without sacrificing the speed and agility that makes their business thrive.
Want to hear more? Watch Steve Gerlach break it all down in this ZipTalk:
Ready to streamline communication at scale?
Discover how Zipline helps retailers like Five Below cut through the noise, drive execution, and keep teams aligned. Schedule a call today to see how we can help your business achieve the same results.
