Planogram

A planogram is a visual representation of an item placement on shelves or similar retail space. In the English-speaking world, the term POG is it ( = plano - gram or plan -o- gram ) is used. Planograms are used in all retail areas.

With the help of planograms is defined, into which shelves placed where and in what quantities which products. The rules and theories for the creation of planograms can be summarized under the term " merchandising ".

Primary objectives

Primary objectives to be achieved with the help of planograms:

  • Creating optimal visual product placement
  • Creation of optimal commercial product placement as part of a shelf optimization

In summary, the primary objectives can be described with the desire for revenue and earnings growth. The visual product placement optimization is supported by various theories:

  • Horizontal Placement: In order to draw the concentration of customers on a particular article, an attempt is due to multiple placement of the article horizontally to increase the attention to each other. Various studies have shown that a minimum position of 30 cm is required in order to achieve success.
  • Vertical Placement: When the vertical product placement a product is placed on several shelf levels, until the 30 cm rule is reached.
  • Block Education: Under a block placement is the placement of a block of several products that have similarities ( brands) to understand. This can be side by side with each other, centered or flush done.

In addition to visual product placement is the " commercial placement " another essential aspect of the development of planograms: it is about choosing which products are to be placed and in what quantity. Two decision factors that can also be combined with each other must be distinguished:

  • Market share placement and
  • Return placement

Under a market share placement is a placement of the money makers to understand. Various research institutes such as ACNielsen, IMS, GfK collect sales data and thus calculate the market share of a product in each market segment. Using such data products can be specified, on the shelves in "A" locations ( best location ) should be placed. The aim would be an evaluation of a group of markets, but also a simple case analysis of sales data of a market or store is in some ways " better than nothing ".

A return placement refers to the achievable margins of a product. The location of the placement, the higher the margin, the better to choose.

Secondary Objectives

Secondary objectives in the planogram creation are:

  • Optimum utilization of the available space
  • Organizational implementation of product placement for staff
  • Planning ability of the stock by selling calculations

Creation of planograms

Planograms are created using planogram and shelf optimization software. Worldwide, there are only a few manufacturers of such software, which is also reflected in the high software costs. Software products of this type have been developed from about 1990 and marketed. Due former hardware and software limitations, these programs initially focused mainly on manual drafting individual shelves.

During recent years, the programs have been developed and equipped with additional functions to visualize not only individual shelf units, but all market areas, evaluate and optimize. The various program packages ( Galleria, Spaceman, Apollo, Intactix, Space Planning, Sirius, XPACE, quant ) each have their individual priorities (eg, food, non -food, do-it -yourself ) or strive to improve the 3D visualization or an increase in efficiency at the time of creation and distribution of planograms. A database connectivity to ERP and ERP systems ensures the relevance of the inputs used in the planning data.

Smaller software packages that are seen more as a drawing programs ( Plano Graphics, Smartdraw ) are inexpensive to purchase.

Examples

  • Example planograms
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