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Planograma

Planograms are visual representations that dictate the placement of retail products on shelves to maximize sales. They help optimize shelf space, inventory turns, and profit margins. Planograms are created using planogramming software and consider factors like market share, product margins, and unique customer demands to determine product placement within a store. Recent advances now allow manufacturers, retailers, and experts to collaboratively work on virtual planograms in real-time from anywhere in the world.

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121 views2 pages

Planograma

Planograms are visual representations that dictate the placement of retail products on shelves to maximize sales. They help optimize shelf space, inventory turns, and profit margins. Planograms are created using planogramming software and consider factors like market share, product margins, and unique customer demands to determine product placement within a store. Recent advances now allow manufacturers, retailers, and experts to collaboratively work on virtual planograms in real-time from anywhere in the world.

Uploaded by

Adriana Circu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Planograms, also known as plano-grams, plan-o-grams, schematics and

POGs, are visual representations of a store's products or services. They are


considered a tool for visual merchandising. According to the Oxford Dictionary, "It is
a diagram or model that indicates the placement of retail products on shelves in
order to maximize sales."[1] Planograms therefore help dictate a retail store's layout.
The ultimate effectiveness of the planogram can be measured by sales volume.

Planograms are mostly used in retail. A planogram defines where and in what quantity products
are placed on a shelving unit. The rules and theories for the creation of a planogram are set under
the terms of merchandising. Manufacturers often send planograms to stores ahead of new
products. This is useful when a retailer wants multiple store displays to have the same look and
feel. Often, a consumer-packaged goods manufacturer will release a new suggested planogram
with their new product to show how the product relates to existing products.
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 of
and also identify each product.

Visual
Visual product placement is supported by different theories, including horizontal, vertical, and
block placement. Horizontal product placement increases the concentration of a certain article
for customers. Research studies[citation needed] have found that a minimum placement range between
15 centimetres (5.9 in)30 centimetres (12 in) of one single product is necessary to achieve an
increase in customer attention. This also depends on a customer's distance from the unit. Vertical
product placement puts products on more than one shelf level to achieve 15 centimetres (5.9 in)
30 centimetres (12 in) of placement space. Similar products are placed in blocks brands, for
example.

Commercial
Commercial placement is determined by both market share placement and margin placement.
Market share research companies like ACNielsen collect sales data for various products, and
from this data, calculate the market share of a certain product in its market segment. Margin
placement is determined by the profit margin of a specific item. Higher margin places a product
closer to the front of the store where it is most likely to attract attention.

Derivative targets
Derivative targets:

To communicate how to set the merchandise

To ensure sufficient inventory levels on the shelf or display

To use space effectively (e.g. floor, page, and screen)

To facilitate communication of retailer's brand identity

To assist in the process of mapping a store

The planogram originated with K-Mart.[citation needed] Planograms are created with the help of
planograming software. The retail industry utilizes the automated software with the goal of
ensuring accurate stocking. As the retail industry grows increasingly competitive, retailers are
turning to planogram software to reflect each stores unique customer desires and localized
demand, while maintaining centralized control and supply chain efficiencies. For example, some
software packages focused upon fast-moving consumer goods and hard goods sectors made some
enhancements to transfer parts of shelving elements to single store measurements, which,
according to the producers, should increase efficiency.
Retailers are automating the creation of store-specific planograms through use of corporate-level
business rules and constraints describing best practice product placements. Such planogramming
solutions allow these companies to respond with location and language-specific messaging,
pricing, and product placements based on business rules derived from location, campaign, and
fixture attributes to create localized assortments.
1. Recent advances in store virtualisation and collaboration now allow manufacturers,
retailers and category management experts from across the globe to work in the same
virtual store in real time. By removing the boundaries of distance this enables retailers
and manufacturers to have a real choice between black box automated solutions and
access to low cost labour pools to perform the same tasks. There are advantages to both
approaches. Automation provides near real time results across hundreds of permutations,
while low cost labour pools provide the unique human touch that automation so far has
failed to deliver.

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