control the store assortment in terms of brand, category, individual SKUs.

influence customer behavior, their attention and movement trajectory in the store.

How to decide which merchandising strategy to choose for your store, how to indicate your goals and directions and how to make store planograms which will work and make sales? Purposes of creating planogram for retail storeĪside from the main purpose which was already mentioned – generating and increasing sale rates with the help of profitable and rational placement of the products, correctly made planogram of the store/trade equipment or showcase also helps the retailer to:

Retail planogram or in other words, a scheme of the store/ trade equipment is an image or a scheme that portrays products/product categories/brands/SKUs and is made manually in a graphic editor or in a special design program.Īn example retail planogram of juice showcase Speaking in terms, merchandising is a set of measures aimed at developing and implementing a strategy of placement and layout of products, visual design of the trade point. In both cases, these decisions are made for the customer by strategically planned merchandising rules – principles that control the placement of products in the store, on the showcase and on the rack. Did you ever notice that if you place dessert ricotta for a discount price near hard cheese and, for example, flour, vanilla and confectionery diagonally from the customer, they are likely to go to the cash desk with a kit for homemade dessert? Or, in the second case, the buyer will definitely take some olives and nuts if they notice them in close proximity to the stand with wine. In the second case to buy a bottle of wine. In the first case, the buyer goes to the store deliberately to buy some hard cheese. To illustrate this let’s look at two examples from real life. Every retailer knows that the visual design of the store and the layout of products play a key role for a customer, who in 80% of cases makes an impulsive decision to buy something directly in the store. A store planogram is when every centimeter of trade area in retail “works” and makes a profit, generates sales, attracts customers’ attention and maintains the reputation capital of the trade point.Ĭustomer behavior has been studied and analyzed by marketers a long time ago.

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