Inside the FMCG industry planogram is a very important part of the execution process for every operating brick-and-mortar retail store. It is a useful visual merchandising tool that presents a detailed drawing of store layout with special attention on product placement to drive the most sales. But are planograms that effective anymore?
For maximum lucrativeness, planograms must be custom-made for every retail store
Usually, planograms are generated according to sales indicators and predictive customer behavior by specialized experts. All these planograms are mostly universal with differences depending on retail format, shelf length, and type of exposure. But, if they are the same for the certain format of retail stores does this mean that every store has adapted planogram to their execution and sales that cause the best possible outcome? Well, sales and execution of every single retail store are not equal even if stores are identical by format or have the same shelf sizes. That means a different approach in creating an ideal planogram for each retail store is necessary.
How to create a planogram that is perfect for each type of exposure?
The key function in creating an ideal planogram for each retail store belongs to the sales representative. The sales representative spends every day in retail stores that are assigned to him within his route. He knows the real situation that happens on the shelves in each of the retail stores: which products sell better and which not. He has all predispositions to determine the perfect visual layout of the shelf and in cooperation with his supervisor to compose the adequate planogram and change it periodically by tracking sale trends.
REDAI app as a generator of ideal planograms
A useful feature like this is supported within REDAI app. Everything that a sales rep needs to do is to position products in the right places that will attract customers’ attention and drive maximal revenue. After the usual work of taking pictures of the shelf and reviewing the reports and KPIs, he can mark that shelf reconstruction as a perfect planogram. The system saves this planogram and sets it as defined for that certain shelf so every next time planogram compliance and eventual mismatches will be presented.