PLANOGRAM

Submitted by:Aditi Khanna Santhi Biju Isha Jain Deepika Agarwal Kriti Goel Sushant Samson

CONTENTS

What is a planogram
Need of a planogram Type of placements

Designing of Planogram
Benefits of Planogram Wall Elevation

Conclusion
References

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.

INTRODUCTION

WHAT IS A PLANOGRAM?

A planogram defines where and in what quantity products are placed on a shelving unit. It provides details as to where a product should be placed on a shelf and how many faces that product should hold. This is a visual snapshot of SHOPPERS STOP, that provides in detail where every product in the store is placed.

NEED OF A PLANOGRAM

To communicate how to set the merchandise.

To ensure sufficient inventory levels on the shelf or display.

To use the space effectively whether floor, page or virtual.

To facilitate communication of retailers brand identity.

To assist in the process of mapping the store.

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

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

TYPES OF PLACEMENT
CREATION ON OPTIMAL VISUAL PRODUCT PLACEMENT CREATION OF OPTIMAL COMMERCIAL PRODUCT PLACEMENT

Horizontal Product Placement

Vertical Product Placement

Block Placement

Market Share Placement

Margin Placement

To increase the concentration of customers SHOPPERS STOP employs HORIZONTAL PRODUCT PLACEMENT for a certain article which refers to multiple horizontal placement of one product side by side.

In BLOCK PLACEMENT products that have something in common are placed in a block. This can be done side by side, by stacking or centered.

VERTICAL PRODUCT PLACEMENT whereby one product is placed on more than one shelf level to achieve 15-30 inch placement space.

3 PSYCHOLOGICAL FACTORS TO CONSIDER IN MERCHANDISING

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)

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, flatbased decks
Wall FixturesTo 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

DESIGNING OF A PLANOGRAM
Product Placement
Shelf Heights Amount of Facing

PLANOGRAM consists of

Shelf height depends on the size of the products and ease of reach for the client.
Product placement describes on which shelf and where on that shelf a product should be placed. A facing is a row of products. Thus, if a product has two facings, then it is much better for a product to be hung on eye level and have the most amount of facings than to be on the floor and have one facing.

PLANOGRAM OF GROUND FLOOR OF SHOPPERS STOP

PLANOGRAM OF LOUIS PHILIPPE IN SHOPPERS STOP

BENEFITS OF A PLANOGRAM

Satisfying customers with a better visual appeal.

Tighter inventory control and reduction of out-of-stock.

Easier product replenishment for staff.

Better product placement and positioning.

Improved sales level. Assigning selling potential to every inch of retail space. Comparison of product distribution across multiple stores.

WALL ELEVATION

Wall Elevation are scale drawing showing what the section should look like when construction is completed.
They are drawn on a single plane showing no depth. It tells location of windows and doors, type of wall finishes to be used, exterior trims, location of heating and cooling equipment and other vital information.

RACKS

DUPATTAS DISPLAY

DUPATTAS DISPLAY

DUPATTAS DISPLAY

DUPATTAS DISPLAY

PAINTING PAINTING

LOUIS PHILIPPE

LP

SHIRTSHANGING DISPLAY

SHIRTS- STACKED DISPLAY

SHIRTS- STACKED DISPLAY

SHIRTS- STACKED DISPLAY

SHIRTS- STACKED DISPLAY

SHIRTS- STACKED DISPLAY

SHIRTS- STACKED DISPLAY

STORAGE

STORAGE

STORAGE

CONCLUSION
Shoppers

Stop Planogram is effective and provides detail about the merchandise by displaying the brand identity.

The

floor space is well utilized to showcase the merchandise and also facilitates movement of customers. Even lighting is used at proper places to ensure visibility of product. merchandise are well placed and the others having more than one facing are hung to eye level.
The visual impact of merchandise help in increasing sales. Wall presentations attract the customers considerable distance. eyes from a

The

 Walls serve as important selling fixtures and for displaying brand identity and are dynamic merchandising tool. The shelves are arranged horizontally or vertically which are at ease to reach for the customers. Shoppers stop also employs margin placement of merchandise by proper location of products of higher margin like cosmetics and perfumes are placed at entry.

LIMITATIONS
Too many racks and shelves and few racks were placed at extreme lower level making it difficult for customer to see and choose. There was no separate distinction between two brands.

REFERENCES

SHOPPERS STOP - Inorbit Mall Rd, Vittal Rao Nagar, Hitech City, Hyderabad, Andhra Pradesh, 040 4460 9500

WEBLINKS

http://ebook.lib.sjtu.edu.cn/print%20reading/Dusek/Chapter%205.p df

http://retaildesignblog.net/category/store-design/