Other than inventory and a knowledgeable friendly staff, there's nothing more important to the success of a retail store than merchandise display. Planograms are used to guide store staff in the design of a merchandise display. The goal is to create a display that is visually appealing to customers and allows them to find, compare, and choose products efficiently.
Every store (depending upon their product inventory) has policies in place for designing and executing planograms. When employees are educated in the art of reading and working with these 'merchandise maps,' managers can delegate the placement of new displays to appropriate staff and free up their time for other executive tasks.
Planograms Create Consistency and Efficiency
Large retailers with multiple stores often send the same planogram to each store because they want to ensure that displays are consistent with the company's branding. They also want to spotlight key products being offered that season. Smaller stores, on the other hand, benefit from planograms because it's easy to design important displays quickly.
How to Implement Your Planogram
A planogram speaks to the visual nerve center of customers. It is a visual description, diagram, or drawing of a store's layout and includes the placement of particular products and product categories. In order to optimize shelf layout and receive a return on investment, your planogram should be properly executed and maintained by a well-trained staff member or members.
Key Items for Your Planogram
- Clean rag or duster
- All-purpose cleaner
- Additional shelving or peg hooks
- Price Labels, Signage
Select the Right Time to Implement Your Planogram
Most stores elect to create new displays on slow days or slow times during the day, often early morning or close to closing, when they're fewer customers in the store. If you're doing a big redesign of a display, consider doing it when the store is closed. You don't want customers tripping over boxes or shelves or being deterred by a department that's 'under construction.'
7 Steps for Constructing Your Planogram
- Gather cleaning supplies, additional shelving, peg hooks, signage, product, planograms, and any other necessary items. Take these items to the workspace.
- Each new planogram should begin with a thorough cleaning of the shelves and fixtures. Don't forget the base.
- Using the planogram, begin setting shelves and peg hooks in the required location. Read all planograms from left to right.
- Shelves should be worked from the bottom to the top and left to right.
- Pegs should be worked from the top to the bottom and left to right.
- If necessary, use the actual product to help determine the exact distance you need between each facing and/or each SKU.
- Once the planogram is set, fill each space with the correct product. Additional merchandise should be well-labeled and kept in the stock room.
- Create current shelf labels, signage, and any other pricing necessary for the newly-set section.
- Zone (or face) the finished section by bringing all items forward. Make sure labels are straight and facing the customer.
4 Tips for Maintaining Your Display
- Perform daily store recovery to keep shelves neat and full.
- Replace any worn labels or signs immediately.
- Reorder empty spaces as soon as possible.
- Provide general housekeeping to keep shelves and product free from dust.