It is a visual model that provides retail staff with a specified format for merchandising and display of products. Typically it is a series of images and text that show the exact format for shelving, signage and goods to maximize sales. It also is designed for the maximum appeal for customers and their shopping experience.
The retail store is the front line for many products and goods. A balance must be created between an attractive and pleasant shopping space for the customer and allowing optimum display space for the product. In large retailers the planogram becomes a vital part of their visual merchandising strategy. Shoppers need to find their preferred item easily and quickly in any of these stores. It can be built for product placement that welcomes customers to a display area that seems familiar. By following the pictures on the schematic, stores can create a uniform appearance that customers recognize and feel comfortable with, in any of their stores in any neighborhood or area. A shopper who is at ease is more likely to purchase additional items. They're also more likely to be a return customer at other stores in this chain.
These visual marketing tools allow retailers to focus on different marketing schemes for individual products. Because they are able to employ designs for each individual department, stores may tailor the appearance and placement of products for the target demographic. The ideal product placement for a food item is different than a cleaning item. The store can address each image schematic accordingly. This builds a space that customers can navigate easily no matter what their needs may be.
For manufacturers with their products in many different stores, the planogram has a similar function. It can layout the best use of shelf space for the commercial product placement. A placement known to the customer ensures that they are able to select the desired product with ease. It has the benefit of ensuring that stores see desirable sales performance of a well known goods, because their target audience can find them quickly. There is the added appeal of a well researched marketing approach that may draw the attention of new customers. The manufacturer can use these retail models to drive their sales at the store level.
It doesn't matter what type of retail environment, which products are being displayed or the location of the store, a planogram is an important part of every sales strategy. A well designed diagram for product placement and commercial success, it is a key tool for retailers. It can also use signage and merchandising techniques that drive sales and increase profitability. A carefully planned and executed visual presence draws new customers and keeps current customers satisfied. This harmony of placement, display, strategy and customer appeal generates benefit for all parties in the retail environment.
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Planogram becomes especially important during special promotional periods, like seasonal offers, brand building, or special marketing and advertising campaigns around a special event. And if your product isn't placed properly, sales won't see their full potential, or items will run out quickly.
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