Correct display of goods in a store and sales area: types, principles and methods of placing goods on display windows. The concept of a layout planogram, the principles and sequence of its development

Hello! Periodic research by marketers shows that correct and rational display of goods in a store or sales area directly affects the level of sales. It helps create optimal comfortable conditions for the buyer, it makes it easier for him to select the necessary products. In essence, the display of goods on the sales floor consists of various methods and tools for demonstrating them to customers. We will introduce you to the subtleties in this article.

Goals and objectives of rational layout

The main purpose of displaying goods in a certain way is not to create a spectacular picture, but to control the behavior and desires of potential buyers. Do not confuse the placement and display of goods. In the first case, we mean the distribution of products throughout the sales area, and in the second, the search for the most profitable and convenient place on the sales equipment.

Rational placement and display of goods on the sales floor of a store should solve certain problems:

Create ideal conditions, helping to present products as profitably as possible;
Determine the level of visual review for the buyer, direct his attention in the right direction;
Increase the attractiveness of impulse goods;
Create conditions that highlight certain units in the eyes of the buyer;
Make the shopping process convenient and enjoyable.

Together, solving all these problems helps to present the seller in a more advantageous light and distinguish him from competitors. Statistics show that stores that adhere to merchandising rules have higher and more consistent sales.

Layout principles

When placing goods on racks or shelves, the specialist must comply with certain rules or principles:

Adequacy. It assumes that the largest assortment should be presented on the windows.
Systematicity. Products should be divided into groups - juices will stand together with groceries, and kefir - with dairy products.
Visibility. Customers like to look at the product, so it should be available on the shelves.
Efficiency. Every free centimeter should be “working and earning money” in the store. Therefore, it is necessary to rationally arrange commercial equipment and furniture.

All principles are based on the desire to simplify the search for the right product and facilitate the shopping process. This will help bring a person back to the store and turn him into a regular customer.

Methods for displaying goods

The principles of displaying goods must be observed in retail outlets of any type. They are the same for hypermarkets and small shops walking distance.

Before you do, you need to understand the main types of product placement on retail equipment:

Vertical or horizontal placement on shelves. The first one gives buyers the widest view and promotes good sales. With horizontal, you can systematize products, arrange them by price level or brand. Most often, stores use a mixed type of arrangement. When placed vertically, the highest quality and most expensive products are usually placed at eye level, and the cheapest ones are on the lower shelves.
Corporate. All products of one brand are placed on one rack or shelf, creating a bright recognizable block. This type of layout is used if trademark takes up at least 5% of the store's total inventory. It is based on the principle of a color spot, which attracts increased attention with the help of contrast.
Display placement. In this case, the goods are installed on a vertical stand in a visible place: in the center of the hall or near the entrance. This arrangement is often used at small branded outlets, trying to present the product to customers as fully as possible.
Floor arrangement. This type is used quite rarely when there is a shortage of commercial furniture or equipment. It is good for large goods and not at all suitable for small ones: buyers are unlikely to like bending over a small box to examine its contents.

IN Lately Large hypermarkets are increasingly practicing bulk display: packaged products are displayed in special metal containers without packaging by type or brand. Usually it comes at one price with a discount, and buyers can safely choose and view the products.

Any chosen option must provide the product with the attention of buyers, complete safety of packaging and all qualities.

Basic rules for displaying goods

Marketing takes a serious approach to studying and developing product display technology. It is based on research by famous experts and the psychological characteristics of buyer behavior.

The most commonly applied rules are:

"Face to face". Products must be placed on shelves so that the buyer can see them from any angle and can read all the information. To attract attention, you can put several identical bright packages together. A recognizable wrapper or box is obtained through special experiments with the tastes of consumers, their color and visual preferences.
"Main Brands" The rule states that it is better to place the brands needed by a potential buyer at the beginning of the shelves in front of other similar groups of products. Psychology says that a buyer will put more products from the main brands into his empty cart.
“Shelves are a priority.” When displaying goods on retail equipment, the most popular and profitable products for the store should be placed at eye level. This rule also applies to promotional products, which should “catch the eye” and attract more attention.
The "lower shelves" rule. There they place products that buyers must purchase without additional advertising: large economy packaging, small items for the household.
The "top shelf" rule. They display more expensive and fashionable products that need to attract attention for a speedy sale.
"According to package size." The rule requires that small-sized packages be placed on the left of the buyer, and large ones on the right.
Location "among competitors" Good way increase sales - place a batch of a newer product among a well-established competitor.

A good marketer checks the distance between shelves and stands and adjusts them for the convenience of customers. For him, the surrounding picture and the direction of light in the hall are important.

For a logically correct placement, a specialist must take into account several factors:

Frequency of purchase of a certain product;
Dimensions and weight;
Number of varieties or species;
The time required to inspect the product, label or instructions.

The correctness of the display even depends on the routes of customers around the store, the width of the shelves and the image of the entire outlet.

Main stages of layout

In the vast majority of cases, buyers make decisions about choosing a product while standing at the counter. To subtly adjust their actions and persuade them to buy, marketers use different display features.

When working on product placement in any store or supermarket, it goes through three important stages:

Organizational. Products occupy certain places on shelves or in the hall, where order must be maintained. Many customers get used to a specific place and purposefully go to the store to buy their favorite juice or candy. And placing necessary accessories (utensils, spare parts or spices) next to the main group encourages unplanned purchases.
Managed. At this stage, it is necessary to evaluate the rationality of each retail location and calculate what financial return it brings to the store. It is better to display high-demand products in the most visible place, to attract additional attention to new positions.
Seductive. At this stage, an analysis of the dynamics of development of the entire store is necessary. The display should attract, seduce and encourage purchases. This especially applies to the time of discounts and promotions, during which goods are placed taking into account offers that are beneficial to buyers.

The product should not be presented chaotically (which is the sin of small stores), but in accordance with a special scheme. This is a reasonable planogram of the product, which is drawn up in the form of a drawing on a computer or by hand. It must contain the exact placement of each product in the hall, quantity on shelves or pallets. Such a planogram must be approved by the store manager, and sellers adhere to it in their work.

All technology for displaying goods should be aimed at the convenience of the buyer. It should reduce the search for the required product and unobtrusively offer new products.

The most simple rules help you do this quickly and easily:

The goods should not influence each other, so they are not placed next to each other household chemicals and food;
It is better to place large and oversized products closer to the entrance so that they do not block the view;
Seasonal new items and goods with good discounts are best placed in the most visible place;
The buyer needs to give the effect of accessibility, so open shelving and self-service shelves are becoming increasingly popular;
For a profitable presentation of goods, you should not save on trading equipment; purchase only modern and high-quality refrigerated display cases, stands and mannequins;
Price tags should be readable, and samples can be offered for some non-food products.

It is not enough to carry out the calculation once: the marketer constantly analyzes all the options and their impact on the level of sales. This makes it possible to choose the most profitable positions and constantly increase the income of the outlet.

Internet merchandising rules

Despite the absence of traditional shelves, a rational approach to the placement of goods helps to increase views on the site, the number of returns and online purchases. The more convenient and original the product is presented, the more customers recommend it to their friends and return for new purchases. Moreover, modern computer technologies allow you to make bright and stylish presentations that attract attention.

The basic rule when displaying goods in an online store is to provide the potential buyer with maximum information about the properties, color scheme or possible discounts.

There are many marketing techniques you can use to achieve this:

Develop several filters that allow people to view products by price, item number or availability;
Create a buzz effect through colorful banners, bright inscriptions about discounts and recommendations;
Make interesting and “tasty” descriptions of product cards that will attract attention and remain in memory.

3D presentations, original inscriptions and convenient location can give a good effect reference information. A significant expansion of online sales suggests the emergence of a whole direction in marketing - Internet merchandising.

High competition in the trade market requires businesses to constantly innovate to attract customers 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:

There are no problems with expired expiration date - initially, products with a suitable expiration date are put in the foreground, and fresh ones - in the background.
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.
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.
Constantly updating product information. Bright price tags, advertising stands, mini-signs.
Consultations on a new product item.
Proper placement of light sources leads to increased turnover.
The seasonal display is formed within walking distance according to the price range.
Analysis of the effectiveness of retail premises and individual positions.

To the negative:

The product deteriorates if it is not moved according to its expiration date.
The lack of price causes dissatisfaction and a feeling of deception.
Incorrect product placement and poor lighting lead to decreased interest or disregard for the display.
It is not possible to analyze individual groups.
Without advertising and consulting there will be no demand for new positions.
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. It is possible to place several types of product display at once on the area of a retail outlet.

By category

Fruits for vegetables, bread for confectionery products, 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 layout. 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:

The top level is the height of the arms.
Average level – eye height (positions according to high price or shares).
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:

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 exhibited strictly front side. The information on the packaging should be easy to read.
Availability. For convenience, all heavy products are placed on the lower shelves, and light ones on the upper shelves.
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.
Priorities. Expensive and popular items are displayed at eye level and arm's length.
Purity. Debris and dust on the shelves is unacceptable. Cleaning must be done on schedule.
Price segment. You can’t mix expensive and cheap in one space. It is worthwhile to arrange product units by price segment.
Logic and space. The buyer at the entrance must understand, even without knowing the location, where to get the necessary products or things.
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).
Height. The distance between shelves must correspond to the height of the product.
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:

The idea of a retail outlet, its goals and objectives are formed.
All display cases and racks are drawn on the computer, and assortment groups are roughly designated.
Coordination with management.
Layout of product items taking into account the planogram.
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:

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

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.

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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 purpose of its creation is to manage 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:

Organize the placement of products at the point of sale.
Monitor the availability of an assortment of a specific brand.
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:

Ideal presentation. Based on the formation of a specific product idea: “Everything for the bedroom is here” or products of the same brand.
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.
Price equalization. Products on the shelves are grouped within frames 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.
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.
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:

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. Wherein small product is placed on the top shelf, and the larger one is placed on the bottom shelf. The rule of placing the largest items at the bottom also applies to horizontal layouts. But in 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.
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.
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.
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.

The principle of visibility– the product is positioned so that it can be easily seen, and it should look attractive to the consumer.
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.
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.
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.
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.
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.
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 a marketing move contributes to the growth of 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.

A 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 is of 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. Sweets can be considered a favorite product that we posted very often unusual looking. 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:

Rank products by popularity. This is easy to do with a consumer survey.
Decide on the number of shelves and racks on which the products being sold can be placed (in groups).
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 is why the planogram for displaying goods is so important in this matter. 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 range increases or the demand for a product changes, this scheme calculations are being 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, while products of average price category placed at eye level, the same is done with more expensive goods. 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:

Products should be placed “facing” the consumer so that he can easily see basic information about the product and make a decision.
The highest priority brands should be placed at the very beginning of the product group, focusing on the psychological characteristics of buyers: products are more actively added to an empty basket.
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 typically purchased on impulse. Let's take an example with a rack of 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 buy infrequently.
Shelves should be arranged so that there is not much left between the product and the next shelf. free space. This is visually unattractive and, moreover, does not meet the principle of rational use of retail space.
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.
If you need to draw attention to some little-known product, it should be advantageously placed next to famous 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. A good 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. This is also a great way to make money by renting profitable locations to 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 occupy 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. It is used even by the most small organizations. 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 above programs can be used together to create effective schemes display of goods, optimize the space of the outlet, 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 divisions of Borodino Group of Companies are located in Russian regions and neighboring countries. The Group's strategic interests extend to various areas activities: food production, construction, mechanical engineering, financial markets and services individual species 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.

"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 can also be accelerated by downloading 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;

For effective organization In the process of placing and displaying goods on the sales floor, planograms are used.

Planogram - this is a graphic representation of the display of goods on specific retail equipment of a store. A graphic image can be in the form of a photograph, diagram or drawing. The corresponding images are supplemented with detailed comments regarding the display of certain products.

Allocate an area for each type of product that corresponds to its sales volumes;

Place impulse items alongside items that are in high demand;

Place goods that are in high demand in “strong” places on the sales floor: along the perimeter of the sales floor, at the beginning of the flow of customers in the checkout area;

Group related products in one place. The development of a planogram occurs in a certain method:

1. Development of the general concept of a store, department, or shelving depends on the task at hand.

2. Drawing a planogram: drawing the equipment used to display the relevant goods on the sales floor of the store; conventional goods are placed on schematic shelves, taking into account merchandising rules; compiling tables with symbols.

3. Planograms are coordinated and approved by the management of the store (retail chain, enterprise).

4. Planograms are brought to the attention of department personnel for direct use in the process of displaying goods.

5. After laying out the goods according to the developed planogram, a report is drawn up on the efficiency of using the retail space allocated for retail equipment, which contains information on the amount of turnover (income) per 1 m2, the area under retail equipment for a certain period of time (for example, a month, a quarter, a half-year and etc). The purpose of this report is comparative analysis work of sections (departments), product groups, which makes it possible to further make certain adjustments to the placement of product groups, cross-merchandising, merchandising of product items and improve planograms.

Merchandisers or store salespeople are responsible for ensuring that the shelf contents correspond to the planogram scheme (depending on staffing table). Constant monitoring of compliance with the developed planograms is carried out by the heads of sections (departments) or managers of the sales floor.

For stores offering the main range of goods, special computer programs, with the help of which planograms are constructed according to user-specified parameters (Fig. 41). With this method of constructing a planogram, the model number or barcode of the product, the profitability of each product, turnover, terms of sale, packaging sizes and product images are entered - all this data allows you to calculate the location of the product on the sales floor and the optimal number of product units for each such location.

The development is closely related to the planogram merchandising standard.

Merchandising standard is a corporate document that is developed and implemented to support the merchandising system in the company. The merchandising standard is used for the purpose of:

Development and clear formulation of all requirements for the merchandising system, taking into account the specifics of the product, the characteristics of customer behavior, the capabilities of suppliers and the store concept;

Creating a clear understanding of staff regarding the organization of the merchandising system in the store;

Objective assessment of employee actions regarding compliance with the merchandising system in the store;

Clear control and efficient use of the store's retail space.

Rice. 41. in

Based on the planogram introduced into the store’s activities, the work of the store’s line personnel is also assessed, namely: whether the display of goods complies with the established rules - the merchandising standard.