What is planogramming?
Planogram is arranging products on the shelves in a way that maximizes sales. The presentation of products in the store is as pivotal as the availability of a product.
Why planogramming is important?
A customer when unable to find the product will leave the shop without making a purchase. Therefore, proper product placement is of utmost importance for a retail shop.
How planogramming is done? (Techniques)
Product Sequencing: The way products are sequenced on a shelf can influence customer’s decision making. Researches have proven that shoppers see from left to right most of the time therefore Highlighted products are kept on left.
Joint Family ‘Anokha Parivaar’: Children (products) of parent (brand) stay together. Relatives(SKUs) though don’t like each other wish to remain close.
Belt-to-Eye level: Eye-level is buying level. High profit items and new arrivals are kept in this region in order to catch shopper’s attention quickly. Toys & candies kept at lower level i.e. (Belt-to-eye level of kids) so that kids can see it easily & prod to buy
Vertical planogram: Related products of different brands placed at different shelf levels Packs are kept according to their size: bigger at higher level to smaller at lower.
Horizontal planogram: Products are placed horizontally on side by side shelves at same eye level. Customers can know about similar products from different brands.
Shop Layout: IKEA’s store is designed like a maze to maximize average customer time in store.
Impulsive buying example: Candies near cash-counter