Plano-gram(Lee store Jaipur)

& Visual Merchandising

Submitted to Submitted By
Prof. Ruchika Adarsh singh
FMS Arun Solanki
Dixit Verma
Sachin Kumar
Rakesh Kumar
M.F.M II

Shopper found dead in
local store; cause of death
boredom

Stanley Marcus, Chairman-Emeritus, Neiman Marcus
No other variable in the retailing mix influences the consumers initial perceptions
of a bricks & mortar retailer as much as the store itself.

The store is where the action is and includes such minor details as the placement
of the merchandise.
Objectives of the Store Environment
Get customers into the store (store image)

Serves a critical role in the store selection process

Important criteria include cleanliness, labeled prices, accurate and
pleasant checkout clerks, and well-stocked shelves

The store itself makes the most significant and last impression

Once they are inside the store, convert them into customers buying
merchandise (space productivity)

The more merchandise customers are exposed to that is presented in an
orderly manner, the more they tend to buy

Retailers focusing more attention on in-store marketing marketing
dollars spent in the store, in the form of store design, merchandise
presentation, visual displays, and in-store promotions, should lead to
greater sales and profits (bottom line: it is easier to get a consumer in
your store to buy more merchandise than planned than to get a new
consumer to come into your store)
Objectives of Good Store Design
Design should:

be consistent with image and strategy
positively influence consumer behavior
consider costs versus value
be flexible
recognize the needs of the disabled The Americans with Disabilities
Act
Types of Floor Space in Store
Back Room receiving area, stockroom
Department stores (50%)
Small specialty and convenience stores (10%)
General merchandise stores (15-20%)

Offices and Other Functional Space employee break room, store offices, cash
office, restrooms

Aisles, Service Areas and Other Non-Selling Areas
Moving shoppers through the store, dressing rooms, layaway areas,
service desks, customer service facilities

Merchandise Space
Floor
Wall

Plano-gram

A planogram is a diagram that shows how and where specific retail products should
be placed on retail shelves or displays in order to increase customer purchases.
Planogramming is a skill used in merchandising and retail space planning. A person
with this skill is be referred to as a planogrammer. Planograms themselves are also
referred to as POGs.
Planogram components are often included in large space planning and retail space
management software applications. Sophisticated applications use other information
about the product, such as the amount of inventory left for the product, to build the
diagram.


About Planograms Understanding the Retail Planogram

The planogram is a visual diagram, or drawing, that provides in detail where
every product in a retail store should be placed. These schematics not only
present a flow chart for the particular merchandise departments within a store
layout but also show on which aisle and on what shelf an item is located. A
planogram should also illustrate how many facings are allocated for each SKU.
The complexity of a planogram may vary by the size of the store, the software
used to create the planogram and the need of the retailer. Planograms can be as
simple as a photo of a preset section or more detailed with numbered peg holes
and shelf notches showing exact placement of each item.

Creation of Planograms

Big box stores and larger retailers typically hire merchandising specialists to
assist in developing planograms or they may have their own in-house
planogrammers. Due to the hefty price tag of most planogram software, small
and independent retailers often resort to using word processors or paper and
pen to optimize shelf layout.
As competition increases, we're seeing vendors and distributors becoming
more aware of the importance of correctly merchandising their products. That
awareness is leading to better point-of-sale displays, planograms and other
marketing aids provided to retailers directly from the suppliers at no cost.

Planogram Purpose

Any good retailer realizes the key to increased sales is through proper
merchandising. A planogram is one of the best merchandising tools for presenting
products to the customer. If you aren't using planograms, it may be time to start.

Product placement and improved sales are just two very basic reasons a retailer
should be implementing planograms in their shops. Planograms provide many
other positive benefits, such as:
Assigned selling potential to every square foot of space
Satisfying customers with a better visual appeal
Tighter inventory control and reduction of out-of-stocks
Easier product replenishment for staff
Better related product positioning
Effective communication tool for staff-produced displays


Planogram layout
A planogram is a visual description, diagram or drawing of a store's
layout to include placement of particular products and product
categories. In order to optimize shelf layout and receive a return on
investment, the planogram should be properly executed and
maintained by staff.


Here's How

Plan plenty of time to setup a new planogram without interruption.
Gather cleaning supplies, additional shelving, peg hooks, signage, product,
planograms and any other items needed to begin working. Take these items to
the workspace.
Each new planogram should begin with a good cleaning of the shelves and
fixtures. Don't forget the base.
Using the planogram, begin setting shelving and peg hooks in the required
location. We read planograms from left to right. Shelves should be worked
from bottom to top, left to right. Pegs should be worked from top to bottom,
left to right.
If necessary, use the actual product to help determine the exact distance needed
between each facing and/or each SKU.
Once the planogram is set, fill each space with the correct product. Additional
merchandise should be kept in the stock room as overstock.
Create current shelf labels, signage and any other pricing needed for the newly
set section.

Planograms for retail
Planograms differ significantly by retail sector. Fast-moving consumer goods
organizations and supermarkets largely use text and box based planograms that
optimize shelf space, inventory turns, and profit margins. Apparel brands and
retailers are more focused on presentation and use pictorial planograms that
illustrate "the look" and also identify each product


Best Practices

Identify the purpose. Decide what you are making the planogram for, whether
for a store or for your home. Also, decide what will be going on the shelves or
display you are outlining.
Set the scene. Begin by drawing the backdrop, the display case or shelf that the
items are to go on. Draw it as accurately as possible so it can be used literally as
instructions for organizing your shelves.
Organize the items. Decide where you want the products or items to go using
shapes that share the actual items dimensions and form. Experiment with different
ways of arranging the objects so that they fit as best as possible and will be easily
seen.
Add visuals. Although optional, using pictorial representations of the objects will
give you the complete feel of what you've arranged. It will also allow anyone you
share it with to imagine the display.
Use it. Now that you've completed your planogram, use the diagram to create the
life size display. Since all of your dimensions are accurate, you should not have to
worry about whether or not everything will fit as you envisioned it; you know it
will all fit together perfectly.

Location of Departments
Relative location advantages

Impulse products

Demand/destination areas

Seasonal needs

Physical characteristics of merchandise

Adjacent departments


Feature Areas
The areas within a store designed to get the customers attention which
include:

End caps displays located at the end of the aisles
Promotional aisle/area
Freestanding fixtures
Windows
Walls
Point-of-sale (POS) displays/areas
Fixture Types
Straight Rack long pipe suspended
with supports to the floor or attached to
a wall


Gondola large base with a vertical
spine or wall fitted with sockets or
notches into which a variety of shelves,
peg hooks, bins, baskets and other
hardware can be inserted.


Four-way Fixture two crossbars that
sit perpendicular to each other on a
pedestal


Round Rack round fixture that sits on
pedestal


Other common fixtures: tables, large
bins, flat-based decks

Fixture Types
Wall Fixtures
To make stores wall
merchandisable, wall usually
covered with a skin that is fitted with
vertical columns of notches similar
to those on a gondola, into which a
variety of hardware can be inserted
Can be merchandised much higher
than floor fixtures (max of 42 on
floor for round racks on wall can be
as high as 72
Merchandise Display Planning
Shelving flexible, easy to maintain

Hanging

Pegging small rods inserted into gondolas or wall systems can be labor
intensive to display/maintain but gives neat/orderly appearance

Folding for softlines can be folded and stacked on shelves or tables - creates
high fashion image

Stacking for large hardlines can be stacked on shelves, base decks of
gondolas or flats easy to maintain and gives image of high volume and low
price

Dumping large quantities of small merchandise can be dumped into baskets
or bins highly effective for softlines (socks, wash cloths) or hardlines
(batteries, candy, grocery products) creates high volume, low cost image
Three Psychological Factors to Consider in Merchandising Stores
Value/fashion image
Trendy, exclusive, pricy vs. value-oriented

Angles and Sightlines
Customers view store at 45 degree angles from the path they travel as
they move through the store
Most stores set up at right angles because its easier and consumes less
space

Vertical color blocking
Merchandise should be displayed in vertical bands of color wherever
possible will be viewed as rainbow of colors if each item displayed
vertically by color
Creates strong visual effect that shoppers are exposed to more
merchandise (which increases sales)
POS Displays
Assortment display open and
closed assortment

Theme-setting display

Ensemble display

Rack display

Case display

Cut case

Dump bin
Visual Merchandising
The artistic display of merchandise and theatrical props used as scene-setting
decoration in the store

Several key characteristics
Not associated with shop-able fixture but located as a focal point or other
area remote from the on-shelf merchandising (and perhaps out of the
reach of customers)
Use of props and elements in addition to merchandise visuals dont
always include merchandise; may just be interesting display of items
related to merchandise or to mood retailer wishes to create
Visuals should incorporate relevant merchandise to be most effective
Retailers should make sure displays dont create walls that make it
difficult for shoppers to reach other areas of the store
Storefront Design
Storefronts must:
Clearly identify the name and general nature of the store
Give some hint as to the merchandise inside
Includes all exterior signage
In many cases includes store windows an advertising medium for the
store window displays should be changed often, be fun/exciting, and
reflect merchandise offered inside
Atmospherics
The design of an environment via:

visual communications
lighting
color
sound
scent

to stimulate customers perceptual and emotional responses and ultimately
influence their purchase behavior
Visual Communications
Name, logo and retail identity

Institutional signage

Directional, departmental and category signage

Point-of-Sale (POS) Signage

Lifestyle Graphics
Visual Communications
Coordinate signs and graphics with stores image
Inform the customer
Use signs and graphics as props
Keep signs and graphics fresh
Limit sign copy
Use appropriate typefaces on signs
Create theatrical effects
Lighting
Important but often overlooked element in successful store design

Highlight merchandise

Capture a mood

Level of light can make a difference
Blockbuster
Fashion Departments



Color
Can influence behavior

Warm colors increase blood pressure, respiratory rate and other
physiological responses attract customers and gain attention but can
also be distracting

Cool colors are relaxing, peaceful, calm and pleasant effective for
retailers selling anxiety-causing products
Sound & Scent
Sound
Music viewed as valuable marketing tool
Often customized to customer demographics - AIE
Can use volume and tempo for crowd control

Scent
Smell has a large impact on our emotions
Victoria Secret, The Magic Kingdom, The Knot Shop
Can be administered through time release atomizers or via fragrance-
soaked pellets placed on light fixtures