Drawing up a planogram in supermarkets is a crucial step for any brand seeking to optimize the presentation of its products in-store. That's why we're bringing you this article on the challenges of planograms for brands present in supermarkets.
We will explore a methodical process for achieving optimal results, enabling your brand to pursue its objectives:
But let's start with the basics: what is a planogram?
A planogram is a visual representation of the layout of a department or shelf in a store. It usually takes the form of a front view, but can also be presented in three dimensions using software or other IT tools.
The aim of the planogram is to optimize shelf layout in order to maximize sales. Indeed, since the surface area of a sales outlet is always limited, stores are constantly looking for ways to make their offer easier to grasp and increase customer purchases. Brands are just as concerned: competition leads them to constantly strive to boost their presence, but also their visibility. The planogram is a strategic reflection on how to optimize sales per linear meter.
In the supermarket sector, planograms are generally designed by the merchandising team at store level, then implemented by department managers in the stores, with a certain degree of flexibility.
These "virtual gondolas" standardize the presentation of products in all a chain's stores, based on merchandising choices whose effectiveness has been previously tested before regional or national deployment.
The aim? To ensure that customers find a uniform layout for the range, regardless of the store in which they do their shopping.
These planograms are created using merchandising software, and are often based on product image databases. They are particularly useful for organizing and reorganizing store shelves. They can also be accompanied by instructions and notes for shelving staff.
But, as a brand, it's precisely this degree of flexibility that you want to avoid. When you negotiate centrally, you incur costs in order to secure one location rather than another. The planogram is there to enforce it.
That's why brands also create planograms.
In fact, as a mass-market brand, you have the opportunity to suggest specific set-ups for the chains or outlets where your products are sold.
The planogram is a real sales tool, and can be a convincing argument in front of the department manager or buyer. For example, if you want to increase your sales volumes - and therefore those of your department - you can negotiate a new layout with the department manager, using the planogram as a support.
The planogram can also be used for layout and packaging tests.
So now let's focus on the benefits of working with planograms for your brand!
There are several important reasons for a mass-market brand to produce a planogram:
Products that are well positioned on shelves attract the attention of your customers. By drawing up a planogram, you can ensure that your products are optimally positioned on the shelves to maximize their visibility and accessibility in the store.
Shelves are often limited in terms of space, especially in urban areas. A well-designed planogram enables your brand to efficiently manage the available space and optimize the linear meter to strategically showcase your products.
A planogram helps to ensure that your products are presented in a coherent and consistent way at all points of sale, whatever the brand. Although your distributors are not obliged to follow your recommendations, it helps reinforce your brand's image and consumer recognition of your products.
A well thought-out planogram makes it easier for customers to find your products, improving their in-store experience. Consumers are more likely to buy products if they can find them quickly and easily.
A planogram can be used to highlight products on promotion or new products, increasing sales and customer attention on these specific items. It is therefore an important tool for convincing your distributor to follow your promotional plans. A good planogram can make your contact feel that you've fully understood his sales challenges, and that your vision is aligned with his objectives.
It can therefore be seen as a means of collaborating effectively with the retailer, within a trade marketing logic: visual representations of shelves enable you to align your brand's objectives with those of your retailer, finding win-win solutions to maximize sales.
An effective planogram helps you to manage inventory more accurately by forecasting replenishment requirements. Inventory management has a significant impact not only on your profitability, but also on that of your reseller. So it's an argument to add to your demonstration when you're trying to sell a new layout.
For your brand to achieve a good planogram in mass retail, it should follow these steps:
Now that you know the theory behind planograms, you should be aware that their appearance varies from industry to industry, and from sign to sign. There are several reasons for this:
In addition, the way in which you wish to promote your brand may involve different graphic choices
You now know all the basics about the planogram, a very useful tool for boosting sales in supermarkets. Now that it's in constant use in supermarkets, it's time for brands to get to grips with it too. We've gone over some useful definitions, the reasons for using it, and a set of steps and tips to optimize your planograms.
All that's left is to wish you happy sales!
