A planogram is a tool that helps increase product sales. How to display items in a grocery store

High competition in the trade market requires businesses to constantly innovate to attract buyers and Money. More and more people are interested not only in quality products, but also in comfort and affordability when purchasing.

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Proper product placement will increase revenue without spending on advertising and equipment. More than half of buyers do not go to the store with a list of necessary products or things. They are the ones who make spontaneous purchases, moving from one rack to another.

Rotation is the principle of laying out, moving and demonstrating goods on shelves to increase turnover. There are many strategies to attract a buyer's attention and make a purchase. There is no point in applying everything at once. When choosing an action plan, the following are taken into account: location, demand, category of customers, revenue, assortment.

The use of rotation in retail has both positive and negative sides.

The positive ones include:

1. There are no problems with expired expiration dates - initially, products with a suitable expiration date are placed in the foreground, and fresh products are placed in the background.
2. Products from related groups are placed in the visibility zone, which increases sales and average bill. For example, washcloths, soaps, and scrubs are displayed next to shower gels. In grocery stores, the dairy products area is adjacent to cheeses and butter, alcohol – chocolate, snacks.
3. Essential goods are located in the “golden triangle” zone. The “Golden Triangle” is the buyer’s movement along the route: the entrance to the sales area – the necessary display case – the cash register. Daily necessities include bread, milk, sugar, tea. According to rotation, the counter with such products is located in the far corner of the store. This is a psychological trick: while a person is walking to the refrigerator with milk, he will visually inspect the store’s assortment and want to buy something else.
4. Constantly updating product information. Bright price tags, advertising stands, mini-signs.
5. Consultations on a new product item.
6. Proper placement of light sources leads to increased turnover.
7. The seasonal display is formed within walking distance according to the price range.
8. Analysis of the effectiveness of retail premises and individual positions.

To the negative:

1. The product deteriorates if it is not moved according to its expiration dates.
2. The lack of price causes dissatisfaction and a feeling of deception.
3. Incorrect product placement and poor lighting lead to decreased interest or disregard for the display.
4. It is not possible to analyze individual groups.
5. Without advertising and consulting there will be no demand for new positions.
6. Violation of the proportionality of placement leads to a drop in consumer demand.

Types of display

A correctly arranged store assortment stimulates the buyer to purchase. On the square point of sale It is possible to place several types of product display at once.

By category

Fruits for vegetables, bread for confectionery, soap for washing powders.

By manufacturer or brand

The entire rack is dedicated to one brand, and the manufacturer pays the owner of the retail space for this. Incoming merchandisers monitor the filling and compliance of the planogram.

On display (portable rigid cardboard stands)

Used as an addition to the main display. They are located on the main routes of movement of customers.

On pallets

A large number of promotional goods are on a pallet not far from the main display cases;

Shaft layout

The goods are not displayed on racks, but are dumped in one heap with a single price tag. Used during seasonal sales. A general price tag is posted on a pallet or large basket (for example, “Everything for 200 rubles”).

Mass

Suitable for displaying high demand products. Good sales of product units are achieved by attracting attention in large quantities.

Vertical and horizontal

The most common option, which is found both in small shopping pavilions and in hypermarkets. The principle is based on placement across and along the display window.

An important rule of retail trade is that searching and choosing a product should not cause difficulties for the buyer.

There are 3 types of arrangement:

1. The top level is the height of the arms.
2. Medium level – eye height (high price positions or promotions).
3. The lower level is near the floor.

To increase sales of a low-demand item, just raise it to eye level.

In accordance with the rule, the display should be carried out according to the following principles:

1. Good review. A person’s gaze perceives no more than 5 positions, the place for each is allocated taking into account popularity and necessity. The product is displayed strictly on its front side. The information on the packaging should be easy to read.
2. Availability. For convenience, all heavy products are placed on the lower shelves, and light ones on the upper shelves.
3. Filling. Visitors to the store should have a visual impression of abundance. To achieve this, display cases are constantly replenished and aligned to the front edge.
4. Priorities. Expensive and popular items are displayed at eye level and arm's length.
5. Purity. Debris and dust on the shelves is unacceptable. Cleaning must be done on schedule.
6. Price segment. You can’t mix expensive and cheap in one space. It is worthwhile to arrange product units by price segment.
7. Logic and space. The buyer at the entrance must understand, even without knowing the location, where to get necessary products or things.
8. Compatibility. In case of product proximity, the assortment must be combined in size, price, and category. There should not be items nearby that negatively affect each other (bananas and apples, tea and spicy seasonings). Product groups similar in use increase turnover (dumplings and sauces, low alcohol drinks and chips).
9. Height. The distance between shelves must correspond to the height of the product.
10. Color combinations. The human eye will always react to a bright color, so the arrangement is made in the direction of movement from light to dark.

Posting rules

When arranging shelves and display cases, the assortment of product units, demand and purchasing power are analyzed.

Inexpensive assortment groups are placed in the checkout area and display cases so that the buyer does not decide at the entrance that this store is expensive and leaves. The price category increases as you move.

At foot level there are products for informed purchases. A person will want to find what he needs on his own (sugar, cereals, pasta, water).

The rows alternate between expensive and cheap; at the beginning of each, popular manufacturers are displayed, so the buyer will want to buy more.

Development and construction of planograms

To increase purchasing power and attract attention during display, a planogram is used.

Planogram– this is a table or photograph with the location of product groups.

Development occurs in a certain sequence:

1. The idea of ​​a retail outlet, its goals and objectives are formed.
2. All display cases and racks are drawn on the computer, and assortment groups are roughly designated.
3. Coordination with management.
4. Layout of product items taking into account the planogram.
5. At regular intervals (month, quarter, year), performance analysis is carried out to further improve merchandising.

When drawing up the diagram, the following is taken into account:

1. Square– when allocating space, it is calculated how much profit the product will bring. The higher it is, the more shelves are given away.
2. Impulse purchases– product units with the potential for arbitrary purchase are located next to products of high demand.
3. Increased demand– “strong” zones (near the cash register, at the beginning of the row) are given over to popular positions.
4. Related Products– complementary products are laid out side by side.

Proper placement and display of product units directly affects the efficiency and turnover of the store. It is important to take into account the dependence of sales volume on the allocated area. The use of a planogram increases the flow of customers and throughput, while simultaneously reducing employee working hours.

A rational approach to assortment placement allows you to improve the quality of service, creating competition in the sales market.

Alexander Kaptsov

Reading time: 5 minutes

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Selling any product begins with advertising. Plays a significant role in this correct design showcases that help increase sales. Looking closely at store windows, it is easy to notice a certain order in the placement of goods. Such ordering helps to promote not only the main, but also related products of a particular brand. And all this thanks to a scientific approach, namely, the use of a planogram, which is the key to the effective operation of any retail outlet.

Planogram - what is it and what is it for?

A planogram is a schematic plan for the placement of goods on shelves and in store windows, compiled on the basis of a scrupulous analysis of the marketability of a particular product and its popularity among consumers. The image is complemented by detailed comments regarding the placement of goods.

Using a planogram you can easily:

• Adjustment display of products in the store.
• Control Availability of an assortment of a specific brand.
• Regulation occupied space for a specific product.

Based on the number of store visitors and their distribution across the retail space, the coefficient of importance of retail locations is also determined. For example, products that are in high demand are placed in the most advantageous positions. A larger area, compared to other goods, can be allocated for it.

Types and rules for drawing up a planogram for store displays

Performed in the form of photographs, diagrams, drawings, flyers. They may have varying degrees detailing. When drawing up a planogram, the type of product display must be taken into account.

Options for placing products on shelves and display cases, as well as explanations for them, are given in the table

For a planogram to be effective, its development should be carried out taking into account certain rules:

1. First of all, a scale of product popularity is built . Analysis of consumer demand indicators will allow you to derive a rating of customer preferences. For each group, the percentage of demand is calculated, despite the fact that the total quantity of goods offered is taken as 100%.
2. Then the dependence of product placement relative to the popularity scale is derived . In other words, the number of racks and shelves allocated for each group of goods is selected. So, if in trading floor 9 shelves were installed, and sales, for example, mobile phones constitute up to 30% of the total turnover, then 3 racks are provided for this group of goods.
3. As the final result - final control . This means that in fact it is recommended to once again check the correct placement of goods in accordance with the planogram in order to eliminate any errors that could subsequently lead to a drop in sales.

Who controls the goods on the shelf and how: features of compliance with the planogram in the store

Regular checks of the availability of goods on the shelves according to the planogram are carried out by department heads or sales section managers. Store salespeople or merchandisers are directly responsible for laying out products on shelves in accordance with the planogram diagram (if they are provided for by the staffing schedule).

In case of non-compliance with the supplier's requirements and violations of the display of goods according to the planogram scheme, sanctions may be applied to the store. The supplier has the right to stop paying bonuses, he can terminate the contract and stop supplying products to this outlet.

Step-by-step instructions for creating a store display planogram

A skillfully designed planogram will certainly contribute to increased sales. Different companies may have different schemes, but they are all united by a common design principle.

So let's consider step by step instructions creating a planogram for store displays:

1. Successful development of a planogram is based on a clear implementation of the task, which includes the design concept for both one shelf and an entire store. The product on the shelves and showcase should attract the buyer, interest necessary information, create convenience when searching.
2. After theoretical study of the main points, you can move on to depicting the product display diagram. To do this, you need to draw all the shelves, racks, counters and other retail equipment, taking into account the shape, color and size of the goods placed on them. The more detailed the image, the easier it will be for store employees to navigate the diagram during the process of displaying products.
3. The final stage will be the inclusion of symbols for each unit of product in the planogram and approval of the plan diagram by management. At the right approach The planogram should be reviewed at least once a quarter.

An example of developing a planogram for a grocery store

1. The store has 10 shelves for groceries. Their share in trade turnover is distributed as follows:

• Cereals and pasta – 40%
• Vegetable oils – 30%
• Flour – 10%
• Tea, coffee – 10%
• Yeast, vinegar, spices – 5%
• Sugar, salt – 5%

2. By making simple calculations and taking into account the entire category as 100%, you can easily determine that:

• To place cereals you will need 4 racks
• For vegetable oil – 3
• Flour will take 1 rack
• Tea, coffee – 1
• Yeast, vinegar, spices will share 1 shelf with sugar and salt.

Let's summarize. So, The main objective of the planogram is not only to increase the turnover of the outlet, but also to successfully sell products , which was not previously in demand among buyers due to its unfortunate location. In addition, when using a planogram, the store has the opportunity to earn additional income through sales best places suppliers. By arousing customer interest in a product, you can easily attract new customers.

"Managing the assortment of goods in the store" is a software product from the AP IT company that allows create a display And make a planogram products in the store and perform in-store sales analysis, which allows you to evaluate the effectiveness of planograms.

A planogram for displaying goods will be interesting and useful for companies engaged in wholesale and retail trade and display their goods in stores and pavilions within the framework of various commercial equipment - cabinets, racks, shelving, gondolas.

Automatic creation of a planogram for displaying goods

Practice shows that the implementation of a planogram management program faces the main difficulty - the initial filling in of information about the placement of goods on retail equipment.

To overcome this barrier, we have developed a tool that allows you to quickly generate planograms. The resulting planograms can be changed depending on the situation and continue working.

Implementation of an assortment management program

The implementation of an assortment management program and the formation of planograms involves several steps:

• Entering information about the product range (SKU). The process is faster thanks to loading from Excel
• Entering information about commercial equipment. This process You can also speed it up by loading information from Excel.
• Start the automatic placement of goods procedure
• Get the result - a planogram of goods.
• Continue working with planograms and managing product assortment

The display of goods in a store (sales floor) is not carried out arbitrarily, but according to certain rules and in accordance with the developed scheme - product display planogram, which is a document that depicts in detail the display of goods with precise indication of placement locations on retail equipment trading enterprise assortment positions.

In the next video we show how to use the service "Assortment management" You can create a presentation of the display - a graphical representation of the assortment. And also how to use reports to find where the product is located.

Typically, a display planogram is a drawing, photograph, drawing or plan diagram, made manually or using a computer, and is compiled for each assortment of product items. The planogram must indicate exactly where each retail item should be placed. The display of goods must also contain detailed comments regarding the placement of goods on retail equipment.

A video that shows how you can create a diagram of a retail facility, placement of retail equipment at the point of sale, and visualize the display of goods on the equipment in the store.

Who is it for? planogram for displaying goods in 1C

• Product suppliers

The supplier of goods is interested in the high-quality presentation of their goods on the shelf, and therefore organizes the work of a department that draws up a planogram for displaying goods in each store where it supplies its products. The store in this case is represented by the “Counterparties” directory in “1C: Trade Management”, in which each counterparty is associated with a set of planograms for displaying goods that are supplied to the store.



• Service companies

Specialized companies that are engaged in the development of retail outlets and consulting in this area. Services include drawing up a planogram for displaying goods. Each client of such a company is represented by the standard “Counterparties” directory in 1C. Thus, the company draws up product planograms for each of its clients.



• The shops

The store is interested in maintaining exclusively its own planogram for displaying goods. The solution is made in the form of a reference book "Layout Planograms" in "1C: Trade Management". Store employees can create an unlimited number of planograms for their store's products.

How to programmatically create a planogram for displaying goods. You can arrange the display of goods in the store, see how it will roughly look, and whether the goods fit on the shelf according to their dimensions.

Functionality "Planogram for displaying goods in a store"

• Formation of a directory of commercial store equipment
• Configuration of retail equipment - dimensions, shelves, shelf parameters
• For the counterparty (store), it is indicated what equipment is used on its territory
• Merchandising - the functionality of placing goods on equipment on each shelf
• For each shelf and for the equipment as a whole, the cost is calculated for all types of prices that are set for goods (Purchase, Retail, etc.).
• Calculation of shelf turnover.
• Printing a visual representation of equipment with goods on the shelf. For a product, its main image or default image is displayed.

Thus, drawing up a product display planogram It will help not only to obtain a visual picture of the display of goods on the shelf, but also to obtain the cost of the shelf itself and determine the turnover of the shelf.

Implementation and support of "Assortment management. Planogram"

Program implementation procedure

• Upon your request, we provide you with access to a demo of the program
• You are working with the program, look.
• Upon receipt of confirmation from you that this software product is suitable for you, we install it on your servers.
• Cost of the program - 150,000 rub.
• Technical support - 6 months.
• Technical support includes - elimination of failures and errors in the configuration (specifically the application solution); consultations on working with the program; the ability to make minor modifications that do not affect the main functionality of the program;

Retail space should be used systematically and rationally. The goods should not be laid out randomly. To influence the buyer in terms of making a purchase, specialists are developing a special scheme called “ product display planogram". It is customary to indicate where exactly the goods will be located for its speedy sale. This is done in order to maximize the impact on the store visitor and increase sales volumes.

In this article you will learn:

You've spent a lot of time, money and energy on a potential client, only to hear in response: “I need to think about it.” What to do? Perhaps you need to start with what not to do.

We have selected 8 ways to deal with objections and increase company sales. You will also find a checklist for checking actions.

• Why do you need a planogram for displaying goods in a store?
• What types of product display planograms are there?
• What principles exist for displaying goods?
• How to make a product display planogram.
• How to create a planogram for displaying goods according to all the rules.
• What programs can you use to create a planogram for displaying goods?

Why do you need a planogram for displaying goods in a store?

Sales success depends on marketing techniques. The more successfully they are thought out, the more willingly the consumer purchases the product. A planogram for displaying goods is part of advertising. Window decoration can either reduce sales or increase them. With the correct development of a planogram, you can promote not only the main products, but also auxiliary products. The main thing is to sort everything out correct scheme. The creation of a product display planogram is based on a scientific approach; this technique has become widespread and is highly valued by marketers.

A planogram for displaying goods is a scheme for placing products on display cases and racks of retail outlets, developed on the basis detailed analysis buyer needs, retailer capabilities and supplier requirements. The planogram for displaying goods is drawn up both on paper and in in electronic format, manually or using special programs. It can be a drawing, image, drawing. the main objective its creation is the management of consumer perception for subsequent influence on his behavior. Drawing up product display planograms is one of the most powerful tools of influence in merchandising.

A planogram for displaying goods is useful both for owners of a commercial outlet and for product manufacturers. In addition, store owners often profitably sell the most successful retail shelves to suppliers.

Using a product display planogram you can:

1. Organize the placement of products at the point of sale.
2. Monitor the availability of an assortment of a specific brand.
3. Identify the space required for a particular product.

Based on information about how many potential buyers there are for a particular product, its place in the retail outlet is determined. Based on consumer behavior in the store, experts identify the most important points of sale. In the future, this is where goods that are in high demand are located. The tasks that the merchandiser solves through product display are, first of all, to make it easier for store visitors to find the product, as well as to form certain consumer preferences. If the planogram for displaying goods is done correctly, the number of buyers will increase and sales will go up.

Basic concepts and types of product display planograms

The first step in creating a product display planogram is to determine presentation concepts goods. Let's get acquainted with the main concepts that exist today:

1. Ideal presentation. Based on the formation of a specific product idea: “Everything for the bedroom is here” or products of the same brand.
2. Grouping by typeAnd styles. The product on the shelf is grouped depending on its belonging to a certain group: “On this shelf - butter different manufacturers, on the next one there is margarine, on the next one there is milk, and next to it there is a shelf with kefir.” It is easy for the consumer to select and compare products from different manufacturers. If his goal is to buy kefir, then he will purposefully go to the corresponding shelf and choose the product that is most suitable for him in terms of quality and price. Most stores use this concept.
3. Price equalization. Products on the shelves are grouped within the price segment. Let’s say that on one shelf all products are up to 100 rubles, on the next – up to 500 rubles, and so on. The concept is embodied in the placement of goods in ascending order of price.
4. Grouping by purpose. Within this concept, products are grouped according to their purpose, for example: “On this shelf - all the spices, and on the next - sauces, vinegars and marinades.” There are both pros and cons to this approach. For example, salt and sugar will be clearly spaced apart due to different uses, so it may be difficult for a buyer to find one of these products.
5. Respectable and specialized presentation. This concept is justified when placing rare and unique goods. It can be implemented in food, clothing, and household items with varying degrees of success. It is used by large stores that boast a wide range of products. For example, to show the variety of coffee choices, it is displayed on the shelf by variety and country of origin.

The following are distinguished: kinds calculations:

1. Vertical and horizontal placement on shelves. In a product display planogram, products of the same type can be laid out from top to bottom, and this option will be called vertical display. Inspecting the goods with this placement option is very convenient: the buyer can easily navigate the offered assortment and choose exactly what he needs. In this case, a small product is placed on the top shelf, and a larger product is placed on the bottom shelf. The rule of placing the largest items at the bottom also applies to horizontal layouts. But in this case, similar products are distributed across the entire width of the shelf, from left to right as their volume decreases. If the choice of goods is small, then it is preferable to arrange them vertically. For a wider range of products, horizontal display is much more suitable. Many experts prefer to combine them.
2. Another common option that aims to place products by brand is display corporate block. It is applicable only if in the total volume of product sales this group goods will occupy at least 5%. Otherwise, it makes no sense to create a corporate block, that is, to allocate space on the rack for displaying products from a specific manufacturer. Because there will simply be nothing to post there. If this method is applied, then the goods acquire external attractiveness, which consumers associate with high quality products. The assortment as a whole can inspire the buyer with the idea of ​​​​the prestige and reliability of this brand. The corporate block is used in a planogram for displaying goods to change sales volumes by attracting the consumer’s attention to a kind of color “spot”. Such a display resembles a billboard and has a corresponding impact on visitors. Arranging the goods in a corporate block simplifies control over the assortment. If there is a lack of specific names, this fact will be quickly detected and corrected.
3. Display layout. This option is not found in all stores, although it is not uncommon. The product is presented on display in free-standing branded racks. In fact, they are not tied to the main point of sale of the products and can be displayed anywhere.
4. Floor display– a placement option when pallet-like structures are used, in which the goods are laid out.

7 principles of product display planograms

Whatever type of product display is used in the planogram, they are all based on general principles. Compliance with these principles indicates high-quality placement of products.

1. The principle of visibility– the product is positioned so that it can be easily seen, and it should look attractive to the consumer.
2. Rational use of retail equipment and space- the principle according to which any product available on a rack or display window takes up exactly as much space as it requires to achieve the optimal level of sales. If a product is well advertised and quickly sold, the maximum amount of space is allocated for it and placed in the most visible points of the sales floor. Such goods must be provided with free access for visitors.
3. Systematicity. According to this principle, the planogram for displaying goods is compiled in such a way that the products sold are grouped in complex blocks. This means that objects related by some characteristic should be placed in close proximity to each other. For example, dish shelves are next to household goods.
4. Compatibility of nearby products with respect to each other– the principle according to which products placed next to each other should not differ in storage conditions. For example, coffee should not be placed next to spices, so as not to spoil the smell of the product; apples and other fruits - next to onions and herbs so as not to disturb the taste; cereals cannot be in the same humidity that is inherent in refrigerated shelves with dairy products, and so on.
5. Impulsively purchased items should be located next to high-demand products. If you correctly arrange expensive and cheap goods, you can attract attention to products with completely opposite properties and increase the profit of the point of sale. Of course, when combining such different things, their safety and aesthetics must be respected.
6. Sufficiency of display- the principle according to which the store’s assortment must be provided to the maximum, but at the same time taking into account the demand for certain products, the size of the space for sale and the specifics of the outlet.
7. Reduced trade markups, promotions and discounts. These events must be carried out from time to time by any retail outlet to increase its own attractiveness. Such marketing ploy promotes increased sympathy for the store on the part of visitors.

Don’t forget to properly design the checkout area; inexpensive related products should be placed there.

The practitioner tells

Inexpensive small goods should be located in the checkout area

Nikita Babin,

owner of the “Pryannaya Lavka” store, Korolev, Moscow region

The design of the checkout area has great importance. Here you should place inexpensive goods that the seller can always offer the buyer to purchase “for change.” Basically, these are things that you don’t mind spending money on, and besides, they can always come in handy. Flashing before the eyes of the consumer, goods stimulate purchase. They sell out very quickly in our store. Our favorite product, which we posted very often, can be considered unusual-looking sweets. Children always noticed them and asked their parents. Beautifully decorated sweets could be used as a gift to the buyer on a holiday.

The place behind the cashier is very visible; we place the most purchased and in demand goods there.

How to make a product display planogram

To develop a high-quality planogram for displaying goods, you need to perform the following steps:

1. Rank products by popularity. This is easy to do with a consumer survey.
2. Decide on the number of shelves and racks on which the products being sold can be placed (in groups).
3. Monitor the actual placement of the assortment in accordance with the planogram.

You need to take these actions in order to avoid a drop in sales. Any mistake can ultimately cause losses.

The merchandiser's task is to display the products correctly. Senior managers monitor the implementation of the planned display of goods in the planogram. In some cases, the supplier even deprives the owner of the outlet of a bonus reward if his display requirements are violated. In the future, the supplier has the right to refuse cooperation with this store.

Products can be laid out both vertically and horizontally, or in combined groups. It is important to arrange the products in such a way that individual items do not cover nearby ones, and also that price tags are available for all units of the product and are clearly visible. Price tags should be attached without obscuring the information on the packaging. The higher the importance of the product, the closer to the entrance it is located. In other words, the gaze of a buyer who has just entered the store immediately falls on him.

To create such a scheme correctly, you need to remember all the rules for its composition. Therefore, it is advisable for marketers to develop a planogram for displaying goods.

Step-by-step development of a product display planogram

Development begins by dividing the shelf space into A) equipment provided by the brands themselves (racks and refrigerators), and b) trading network area.

If a brand has secured a place for its product, then it has the right to position the products in accordance with its own purposes. In the shelf space of the chain, you already need to take into account competitors, as well as the opinion of the owners of the outlet about the method of placing goods.

That's why in this issue The planogram for displaying goods is so important. You should also know what the existing planogram looks like without your product. Representatives of the retail chain are required to provide it. If this is not possible, you can always take a photo of the area where your product is placed in any retail chain. The photograph can then be processed with a graphic editor, using it as a basis for creating a planogram. Try placing your product in different places to evaluate it visual perception. But try not to place it next to monochromatic products so that they do not merge. It is also undesirable to place it on the edge of the shelf. In the end, every company's scheme is different, but they have one thing in common. construction algorithm:

Step 1. Develop a planogram concept. To create a whole scheme, you should start by developing it for one shelf. As a result, a program for the entire outlet will be drawn up. Decide where the products will be displayed - on stands, shelves, counters or in baskets (maybe in some other way). The ultimate goal of the display is that the product should be visible and attract attention. That is, it needs to be easy for the buyer to find.

Step 2. Draw the planogram diagram. After developing the key points, we begin to draw a diagram. It depicts retail equipment (a department and each shelf in it) and products, taking into account size, color, shape. A detailed display will allow store employees to navigate the planogram faster and easier.

Step 3. Enter symbols each product to facilitate its display.

Step 4. We obtain management approval for the created planogram.

In some cases, the supplier prefers to provide the retail chain with its own planogram. When the assortment increases or the demand for a product changes, this display scheme is adjusted.

How to create a product display planogram according to all the rules

The planogram is drawn up taking into account the properties of the goods, which may become the basis for combining them into one group. Often such a generalizing property is price, with products in the mid-price category placed at eye level, and the same is done with more expensive products. And cheap products are given space on the lower shelves. This method is due to the fact that not every buyer wants to spend time and effort looking for a cheaper product.

If you have chosen the method of arranging products according to their purpose, then try not to place in a certain group of products those that are seriously different in their qualities. For example, if you put a regular packet of cookies in the diet section, people will think that it contains a sugar substitute and that the cookies are safe for diabetics. Such misconceptions can end in disaster. Therefore, it is very important to be careful when drawing up a planogram for displaying goods.

When placing products, they can be united by a common idea, for example, “everything for the kitchen.”

In order to emphasize the respectability and wide range of the store, the product is demonstrated in relation to its country of origin (for example, wine). This technique works with a really rich choice.

There are some that have proven themselves in practice demonstration rules goods:

1. Products should be placed “facing” the consumer so that he can easily see basic information about the product and make a decision.
2. The highest priority brands should be located at the very beginning of the product group, focusing on psychological feature buyers: products are being added to an empty cart more actively.
3. Products that need to be sold first should be placed at eye level. The topmost shelves are considered fashion shelves; they contain luxury goods in beautiful packaging. Bottom shelves are places for products that are not usually purchased on impulse. Let's give an example with a rack with water. Small bottles should be placed at eye level, which are convenient to take with you on the road; people buy them most often. The upper shelves contain water of an expensive price category. On the lower shelves there is water in five-liter bottles, which people rarely buy.
4. Shelves should be arranged so that there is not much free space between the product and the next shelf. This is not visually attractive, and also does not meet the principle rational use retail space.
5. According to merchandising rules, small products are placed on the left side, and as they approach the right side, the size of the packages increases.
6. If you need to draw attention to some little-known product, it should be advantageously placed next to a well-known brand. Then part of the popularity and reputation can “pass” to him.

Non-specialists believe that a planogram for displaying goods is a waste of time, but this opinion is wrong. Nice scheme helps save resources and increase sales. By correctly placing goods, you can sell even those products that have not been in demand for a long time. Also this great way make money by renting profitable places from suppliers.

Product display planogram in a grocery store

Most often, a planogram for displaying goods is used in a grocery store. Let's figure out what it consists of.

First stage. All products are divided into groups: “dairy”, “confectionery”, “bakery” and so on. Within each category, they should be ranked according to sales rating, dividing the group into subgroups (in dairy products we highlight cottage cheese, kefir, milk, yogurt, and so on).

Second phase. For each subgroup, we need to determine the share within the group, which we take as 100%. Let’s say that in “dairy products” (100%) we determine the share of cottage cheese (40%), milk (30%) and other products. Accordingly, having identified the most popular sample (in our example, cottage cheese), the most space on the shelves should be allocated for it. That is, if a store has ten shelves for dairy products, four of them should be reserved for cottage cheese.

Typically, the share of the most profitable products in the overall assortment increases, and even more space is allocated for them. If sausages took up a square meter of display space, but at the end of the month they brought in twice as much profit as smoked sausage, which takes up the same amount of space, in the future the area of ​​​​the area for sausages will be increased by reducing the space for sausage. Now the sausages will take one and a half square meters. Their sales may increase next month, if not, the concept needs to be reconsidered.

5 programs for creating a planogram for displaying goods

Modern marketers and merchandisers have long switched to using computer programs when drawing up planograms for displaying goods. This simplifies your work and helps you do it more efficiently. Let's highlight the most popular programs.

1. Retail Shelf Planner.

On this platform you can create both product display planograms themselves and reports on them. The program is similar to Spaceman, but it is much easier to use. Many specialists love it for its convenience, so Retail Shelf Planner is a serious competitor to Prospace, Apollo, Intercept, Spaceman. In it you can work with files “rsp”, “pln”, “psa”.

2. Shelf Logic.

Shelf Logic is another popular program that is lightweight and accessible. Even the smallest organizations use it. Using this tool, you can sell products to large retail chains that require product display planograms from suppliers. This software package consists of a master edition with which you can create professional planograms; it also includes Enterprise Monitor, which allows you to perform market analysis and category management. And the ProView function uploads created plans to the cloud, so they can be viewed from any mobile device.

3. Planogram.Online.

Planogram.Online – from the name you can see that this is an online service. It is also great for creating product display planograms.

4. Excel.

For optimal performance Some preparation is required, but Excel is available on almost every computer, and it can be used to compile the necessary tables, calculations, diagrams, and calculate functions.

To use the program, you must install the Microsoft Office package. Excel is very popular among accountants and economists and is a spreadsheet that can easily be turned into a database. The program allows you to process and analyze digital indicators, which means it is also suitable for drawing up planograms.

5. Power Point.

Another program from Microsoft that serves as a tool for creating presentations. Using PowerPoint, the performer can clearly show the result of his work. In this program, specialists develop documents with multimedia content that have extensive reproduction capabilities.

All of the programs listed can be used together to create effective product display schemes, optimize the space of a retail outlet, and avoid significant mistakes. With their help, you can create a directory of commercial equipment, calculate shelf space, and also create a visual layout of products.

Information about the experts

Tatyana Larina, Director of the Marketing and Advertising Department of the Borodino Group of Companies, Moscow. The Borodino Group of Companies, founded in 1993, is one of the largest trading and production groups in Russia. Today the Group unites more than 60 companies and industrial enterprises. Structural units GC "Borodino" is located in Russian regions and neighboring countries. The Group’s strategic interests extend to various areas of activity: food production, construction, mechanical engineering, financial markets and provision of certain types of services.

Nikita Babin, owner of the Spicy Shop store, Korolev, Moscow region. IP Babin N.K. Year of creation: 2009. Number of stores: 1. Area: 10 m2. Staff: 2 people. Turnover and profit: not disclosed.

Planogram is a diagram of the display of goods on racks and other commercial equipment, indicating the specific location of the display of goods with a description of the price, volume and number of rows.

Is necessary document, which is used in sales. In any steadily developing trading company, store, organization has its own planogram, which is compiled by professional marketers and approved by the board of directors and general director.

As a rule, the planogram is made up of 90% of the volume of the entire assortment that is to be sold. The document describes in detail the product and where it will be displayed on racks by price, volume and number of rows and other necessary information.

Compiled based on an analysis of customer behavior, supplier requirements, and is a merchandising tool. Layout principles are taken into account during development.

As a rule, it is drawn up on a computer using specialized programs, sometimes done in the form of photographs, diagrams and descriptions made by hand.

What is it for?

The planogram is drawn up for the efficiency of product sales.

It may change slightly. It depends on seasonality, the size of the retail space, the quantity of goods and other features.

I is an organizing document, essentially a map of the store.

The main task is to ensure a convenient and logical arrangement of products on the retail space, and this greatly depends on the sales volume.

In large retail networks and organizations, a planogram is issued to each employee as a benefit that helps indirectly improve sales.

Most of buyers make a decision to purchase situationally, directly on the sales floor, without pre-selection and analysis. Everything is designed for them, according to different assessment, on average there are 80% of such buyers.

The main element of effective sales is high-quality advice to customers on a particular product or a whole group of products.

To increase the company’s turnover, it is necessary to develop a package of documents (planograms) for the entire existing range, with detailed description correct and efficient display of goods.

It is important for suppliers, each of them is interested in the most advantageous location of their goods on the retail space.

Problems to be solved:

• Organization of the most efficient display of goods.
• Control of product availability from various suppliers.
• Distribution of retail space for goods and retail equipment.
• Structuring the distribution of products within the available retail space.