Planogramme in supermarkets: the keys to effective shelving
In the mass retail sector, the layout of products on the shelves is a major strategic issue. Good presentation can have a major influence on consumers’ purchasing decisions. According to a study by the Nielsen Institute, 70% of purchasing decisions are made in-store, which underlines the importance of optimising shelves (Source: Nielsen, 2023). This is where the planogram comes in, an essential tool for structuring the organisation of departments. But what is a planogram, and how can it improve sales performance?
What is a planogram?
A planogram is a visual or schematic representation of the organisation of products in a shop aisle. It shows where and how each item should be placed, taking into account a number of criteria:
- Categorisation of products (by family or brand).
- Size and position of shelves.
- Sales volumes and profit margins.
- Consumer behaviour.
In short, the planogram is a roadmap for maximising the attractiveness of the department while optimising sales performance.
Why use a planogram in retail?
In a competitive environment, every detail counts. There are several advantages to using a planogram:
1. Optimising sales space
The supermarket planogram makes the most of the space available. It helps to determine the ideal quantity of products to display to avoid stock-outs or excesses. According to a McKinsey analysis, poor management of sales space can result in a loss of sales of up to 8% (Source: McKinsey, 2021).
2. Improving the customer experience
A well-organised shelf makes it easier to find products and improves customer satisfaction. For example, grouping complementary items together can encourage cross-buying.
3. Increased sales
Visual optimisation, such as placing key products at eye level, can have a significant impact on sales. According to a study by IGD, products placed at eye level increase visibility by 35% and sales by 20% (Source: IGD, 2022).
4. Standardisation and operational efficiency
With a GMS planogram, all the branches in a chain can follow a uniform organisation. This simplifies shelving processes for shop teams.
Keys to creating an effective planogram
To get the most out of a planogram, there are several steps to follow:
1. Analysis of sales data
Identify the best-performing products and purchase trends to prioritise their placement.
2. Product segmentation
Organise the shelves by logical categories: product types, brands, prices or consumer needs.
3. Strategic positioning
Place high value-added products in high visibility areas, such as shelf ends or shelves at eye level. Strategic placement can increase sales of the products concerned by 15 to 25% (Nielsen, 2022).
4. Regular tests and adjustments
Consumer habits change. Regularly analyse the performance of your planograms to adjust them in line with new trends.
Tools for designing a planogram
Today, there is specialised software for creating and managing GMS planograms.
Here is an example of a tool from a major data company, but also one that is more specialised in data and retail:
- Nielsen Spaceman: a tool for analysing performance and optimising sales.
- EasyPicky: image recognition solution that generates your planogram instantly.
These tools offer a 3D visualisation of radii, performance statistics and recommendations for optimum organisation.
Conclusion
The planogram is much more than a simple diagram: it’s a strategic lever for optimising the performance of the retail sector. By combining data analysis, intelligent segmentation and modern tools, retailers can not only improve their profitability, but also deliver an exceptional customer experience.
Adopting a methodical approach and regularly adjusting your planograms in line with market trends are the keys to truly effective shelving.
If you would like to learn more about using planograms as part of your sales strategy:
