What is product rotation. Efficient planogramming

Hello! Periodic studies of marketers show that the correct and rational display of goods in a store or trading floor directly affects the level of sales. It helps to create optimal comfortable conditions for the buyer, makes it easier for him to choose the right product. In fact, the display of goods on the trading floor is various ways and tools to demonstrate them to customers. We will introduce you to the intricacies in this article.

Goals and objectives of rational calculation

The main goal 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 placement and display of goods. In the first case, this refers to the distribution of products on the trading floor, and in the second, the search for the most profitable and convenient place on the trading equipment.

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

To create ideal conditions that help to present products in the most profitable way;
Determine the level of visual review for the buyer, direct his attention in the right direction;
Increase the attractiveness of goods of impulse demand;
Create conditions that highlight some units in the eyes of the buyer;
Make the shopping process convenient and enjoyable.

Together, the solution of all these problems helps to present the seller in a more advantageous light and distinguish them from competitors. Statistics show that in stores that adhere to the rules of merchandising, sales volumes are higher and more stable.

Calculation principles

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

Adequacy. It assumes that the largest assortment should be presented on the windows.
Consistency. Products should be divided into groups - juices will stand 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 “work and earn” in the store. Therefore, it is necessary to rationally arrange commercial equipment and furniture.

At the heart of all principles is the desire to simplify the search for the right product, to facilitate the process of making purchases. This will help to return a person to the store, turn into a regular customer.

Ways of displaying goods

The principles of displaying goods must be observed in outlets of any type. They are the same for hypermarkets and small convenience stores.

Before and, it is necessary to understand the main types of product location on commercial equipment:

Vertical or horizontal shelf placement. The former gives buyers the widest view and promotes good sales. With a horizontal one, you can systematize goods, arrange them by price level or brands. Most often, stores use a mixed type of arrangement. With vertical placement, the highest quality and most expensive goods are usually placed at eye level, and the cheapest - on the lower shelves.
Corporate. All products of the same brand are placed on one rack or shelf, creating a bright recognizable block. This type of display is used if the brand occupies at least 5% of all store stocks. 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 conspicuous place: in the center of the hall or not far from the entrance. Often this arrangement is used at small branded outlets, trying to present the goods 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 bulky goods and completely unsuitable for small ones: customers are unlikely to like to bend over a small box to examine its contents.

AT recent times 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 the same price with a discount, and buyers can safely choose and view products.

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

Basic rules for displaying goods

Marketing takes seriously the study and compilation of product display technology. Based on research by well-known experts and psychological features buyer behavior.

The most commonly applied rules are:

"Face to face". Goods must be placed on the 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.
"Basic Brands". The rule says that it is better to place the brands necessary for a potential buyer at the beginning of the shelves in front of other similar groups of goods. Psychology says that the buyer will put more goods of the main brands in his empty basket.
"Shelves in priority." When laying out goods on commercial equipment, the most popular and profitable products for the store should be placed at eye level. This rule also applies to promotional goods, which should “strike” the eye and attract more attention.
The rule of "lower shelves". They place products that buyers purchase without fail and without additional advertising: large economy packages, little things for the household.
Top shelf rule. More expensive and fashionable products are laid out on them, which need to attract attention for an early sale.
"By package size" The rule requires placing small packages to the left of the buyer, and large ones to 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, adjusts them for the convenience of customers. For him, the surrounding picture and the direction of the light in the hall matter.

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

The frequency of buying a particular product;
Dimensions and weight;
Number of varieties or species;
The time it takes to inspect a product, label, or instructions.

The correct layout even depends on the routes of customers through the store, the width of the shelves and the image of the entire outlet.

The main stages of the calculation

In the vast majority of cases, buyers make a decision on choosing a product while standing at the counter. To discreetly adjust their actions and persuade them to buy, marketers use different features calculations.

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

Organizational. Goods occupy certain places on the shelves or in the hall, which must be kept in order. Many customers get used to a particular place and purposefully go to the store for their favorite juice or sweets. And placing the necessary accessories (dishes, 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 trading place, to calculate what financial return it brings to the store. It is better to put high-demand goods in the most prominent place, to draw additional attention to new positions.
Seductive. At this stage, it is necessary to analyze the dynamics of the development of the entire store. The layout should attract, seduce and encourage purchases. This is especially true for the time of discounts and promotions, for which goods are placed taking into account offers that are beneficial to buyers.

The goods should not be presented randomly (which is a 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 should contain the exact placement of each product in the hall, the quantity on the shelves or pallets. Such a planogram must be approved by the head of the store, and the sellers adhere to it in their work.

All technology of displaying goods should be aimed at the convenience of the buyer. She must shorten the search required product and unobtrusively offer novelties.

Most simple rules help you do it quickly and easily:

Goods should not affect each other, so they do not have household chemicals and food nearby;
It is better to place large and dimensional products closer to the entrance so that they do not block the view;
Seasonal novelties and goods with a good discount are best placed in the most prominent place;
The buyer needs to give the effect of accessibility, so open shelving and self-service shelves are very popular;
For a profitable presentation of goods, you should not save on equipment for trade, purchase only modern and high-quality refrigerated display cases, stands and mannequins;
Price tags must be read, and samplers may be offered for some non-food items.

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

Online merchandising rules

Despite the lack of conventional shelves, a rational approach to the placement of goods helps to increase website views, the number of returns and purchases online. The more convenient and original the product is presented, the more buyers recommend it to their friends, return for new purchases. Moreover, modern computer technologies make it possible to make bright and stylish presentations attracting attention.

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

You can use many marketing techniques to do this:

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

3D presentations, original inscriptions and convenient location can give a good effect. background information. A significant expansion of online sales allows us to talk about the emergence of a whole direction in marketing - Internet merchandising.

Experienced marketers have long understood that the volume of product sales largely depends on its location on the trading floor. If the product is in plain sight, consumers are more likely to pay attention to it than to a product hidden in a remote corner of the store.

Naturally, each supplier seeks to take the most advantageous place in order to achieve an increase in sales. But it is impossible to fit everyone into one department. Therefore, special maps are drawn up that determine the location of goods from different suppliers in specific areas of stores. They are called planograms.

Long racks are subject to a similar division: each supplier has a specific place. This is also taken into account in the map-scheme. Finally, the distributor chooses the optimal order for placing his goods on the shelves allocated to him. It is approved in the planogram of product layout.

Who carries out the display of goods on the trading floor

One of the employees is responsible for placing products on the racks:

salesman;
merchandiser.

The seller is an employee of the store. He provides his window filling services without entering into a relationship with the supplier. The salary is paid to him by the management of the outlet. The supplier is contract basis monthly transfers a fixed amount to the account of the store.

The merchandiser is the representative of the customer. He is not on the staff of the store. But most often, the merchandiser does not work in the supplier's company, but is involved in employment from a specialized agency on subcontracting terms. Such an employee can fill the windows of one or more customers (dedicated or combined merchandising).

Efficient display of goods in the store

As practice shows, filling windows with a merchandiser brings better results than placing products by a seller. The fact is that the promotional employee receives specific instructions from the customer and his work is paid on a piece-rate basis. The seller, on the other hand, performs his routine work for a fixed salary. And for him, the opinion of the customer does not matter - his employer is the store!

The services of merchandisers are more expensive than contractual payments to the management of the outlet for providing the seller. This is quite reasonable, because the promotional employee performs many functions:

fills showcases with products, removes expired goods;
timely updates price tags, incl. promotional;
places POS-materials, participates in promotions;
controls warehouse stocks;
shapes analytical reports(about sales, stocks), takes photos of shop windows;
interacts with the head of the department in the store, stimulates him to increase the purchase of his customer's goods;
advises clients, helps in the conclusion of transactions.

Not every merchandiser performs all of the above functions. But if we are talking about a consultant who promotes the brand and products of his employer, his performance is many times higher compared to the seller of the outlet.

How and where to hire an employee to place and display goods on the trading floor

There are two options:

order product display services from the store management;
attract a merchandiser from a specialized agency.

The first option is cheaper, but less effective, the second is more expensive, but more effective! The decision should be made by the supplier of products, focusing on their goals and budget possibilities. But if you need an employee for the display of goods, which will significantly increase the turnover, it is recommended to hire a merchandiser!

"Managing the assortment of goods in the store" is a software product from the AP IT company, which allows you to form a layout and draw up a planogram products in the store and perform sales analysis in the store, which allows you to evaluate the effectiveness of planograms.

The planogram of the display of goods will be interesting and useful for companies that are engaged in wholesale and retail and exhibit their goods on the territory of shops and pavilions as part of various commercial equipment - cabinets, racks, racks, gondolas.

Automatic preparation of a planogram for the display of goods

Practice shows that the introduction of a planogram management program faces the main difficulty - the initial filling in of information on the placement of goods on commercial equipment.

To overcome this barrier, we have developed a tool that allows you to quickly generate planograms. The received planograms can be changed depending on the situation and work can be continued.

Implementation of an assortment management program

The implementation of an assortment management program and the formation of planograms consists of several steps:

Entering information about the product range (SKU). The process is faster thanks to the download from Excel
Entering information about commercial equipment. This process can also be accelerated by loading information from Excel.
Start the procedure for automatic placement of goods
Get the result - planogram of goods.
Continue to work with planograms and manage the assortment of goods

The display of goods in a store (trading floor) is carried out not 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 layout of goods with an exact indication of the placement of assortment items on the trading equipment of a trading enterprise.

In the next video, we show how in the service "Assortment Management" it is possible to form a representation of the calculation - a graphical representation of the assortment. As well as using reports to find where the goods are located.

Typically, a layout planogram is a drawing, photograph, drawing or plan-scheme, made manually or using a computer, and is compiled for each assortment of commodity items. The planogram must clearly indicate where each trade item should be placed. The display of goods should also contain detailed comments regarding the placement of goods on commercial equipment.

Video that shows how you can create a circuit shopping facility, placement of commercial equipment at the point of sale, visualization of the display of goods on equipment in the store.

For whom is it intended planogram for displaying goods in 1C

Product Suppliers

The supplier of goods is interested in the qualitative presentation of their goods on the shelf, and therefore organizes the work of the department, which is responsible for compiling a planogram for the display of goods in each store where it supplies its products. The store in this case is represented by the "Contractors" directory in "1C: Trade Management", in which each counterparty is assigned a set of planograms for displaying goods that are delivered to the store.

Service companies

Specialized companies that are engaged in the development of retail outlets, consulting in this area. Among the services there is also the preparation of a planogram for the display of goods. Each client of such a company is represented by the standard directory "Contractors" in 1C. Thus, for each of its clients, the company draws up planograms of goods.

The shops

The store is interested in maintaining 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 of their store products.

How to programmatically generate a planogram for displaying goods. You can arrange the layout of goods in the store, see how it will look like, whether the goods fit on the shelf according to their dimensions.

Functionality "Planogram display of goods in the store"

Formation of a directory of shop equipment
Shop equipment configuration - dimensions, shelves, shelf parameters
For the counterparty (shop), 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 equipment as a whole, the cost is calculated for all types of prices that are set for goods (Purchase, Retail, etc.).
Shelf turnover calculation.
Printing a visual representation of the equipment with the goods on the shelf. For a product, its main image or default image is displayed.

In this way, drawing up a planogram for the display of goods will help not only to get a visual picture of the display of goods on the shelf, but also to get the cost of the shelf itself, to determine the turnover of the shelf.

Implementation and maintenance of "Assortment management. Planogram"

Program implementation procedure

At your request, we open access to a demo program for you.
You are working with the program, look.
Upon receipt of confirmation from your side that this software product suits you, we perform the installation on your servers.
Program cost - 150 000 rub.
Technical support - 6 months.
Technical support includes - elimination of failures and errors in the operation of the configuration (namely, the applied solution); consultations on working with the program; the ability to perform minor improvements that do not affect the main functionality of the program;

Planogram is a scheme for displaying goods on shelves, other commercial equipment, indicating specific place display of goods with a description of the price, volume and number of rows.

Is necessary document used in sales. Any steadily developing trading company, store, organization has its own planogram, which is compiled by professional marketers and approved by the board of directors and CEO.

As a rule, a planogram is drawn up for 90% of the volume of the entire assortment that is to be sold. The document reflects in detail the goods and the place of their display on the racks by price, volume and number of rows, and other necessary information.

It is compiled on the basis of an analysis of the behavior of buyers, the requirements of suppliers, and is a merchandising tool. When developing, the principles of calculation are taken into account.

As a rule, it is drawn up on a computer using specialized programs, sometimes it is made in the form of photographs, diagrams and manual descriptions.

What is it for?

The planogram is compiled for the effectiveness of the sale of goods.

It may vary slightly. It depends on seasonality, the size of the sales area, the number of goods and other features.

I is an organizing document, essentially a store map.

The main task is to provide a convenient and logical location of products on the sales area, and this greatly depends on the volume of sales.

In large retail chains and organizations, the planogram is issued to each employee as a benefit that helps to indirectly improve sales.

Most of buyers makes a decision to buy situationally, right on the trading floor, without prior selection and analysis. Everything is calculated on them, according to various estimates, on average 80% of such buyers.

The main element of effective sales is high-quality consultation of buyers on a particular product or a whole group of products.

To increase the turnover of the company, it is necessary to develop a package of documents (planograms) for the entire existing assortment, with detailed description correct and efficient display of goods.

It has importance for suppliers, each of them is interested in the most advantageous location of their goods on the trading floor.

Tasks to be solved:

Organization of the most effective display of goods.
Monitoring the availability of products from various suppliers.
Distribution of retail space for goods, commercial equipment.
Structuring the distribution of products within the available sales area.

It is necessary to present the goods to the buyer not chaotically, but in accordance with a carefully developed scheme - a planogram. On it, each product from the laid out assortment is depicted in detail, indicating the exact location. The planogram is intended for the rational management of the retail space in which products are sold. The scheme will help increase the impact of the item being sold on the visitor, sales volumes, and form a closer relationship between the product and the buyer. Advertising and PR manager at Agro-Invest LLC Oleg Vlasov spoke about the principles and rules of leaving a planogram.

A planogram is a scheme for displaying goods on shelves and shop windows, which is compiled on the basis of an analysis of the requirements of the supplier of the goods, the capabilities of the retailer and the behavior of customers. Can be done manually or with computer programs in the form of images, drawings, photographs. The goal is to manage the perception and behavior of potential buyers. This is one of effective tools and sales management on the trading floor.

Planogram Goals

With the help of a planogram, you can increase the turnover in the store and earn money by selling profitable places to suppliers. Sometimes an agreement is made between the supplier and the outlet, fixing the place of the product on the counter.

Planogram helps:

Adjust the display of products in retail outlets
Control the availability of a range of a particular brand
Adjust the occupied area for a specific product

The number of potential buyers, their distribution over the trading area determines the coefficient of importance of trading places. Products that are in high demand occupy the most prominent positions. Display of goods should demonstrate products, facilitate their search and selection, and also create consumer preferences. Rational placement of selling positions stimulates the flow of buyers.

Read also:

Principles of drawing up a planogram

When developing a planogram, the following principles are followed:

Visibility, visual appeal, neatness, aesthetics. The product should be available for review: the visitor will spend less time searching for the desired product
Reasonable use of retail space and equipment. For each type of product, an area is allocated that corresponds to the volume of sales of products. The maximum area is intended for advertised and fast-selling products
Consistency. Grouping related products in one place (place tea near sweets, household goods - from a display case with dishes)
Compatibility. It is necessary to exclude the negative impact of the commodity neighborhood: if coffee is placed next to spices, the product will acquire a foreign smell or give it to the surrounding goods.
Not far from high-demand products are impulsively purchased items. The rational alternation of expensive and cheap goods increases the profit of the store, draws attention to things with opposite properties.
Sufficiency - a complete demonstration of the store's products
Products should be located at eye level and outstretched arms

Principles and rules for compiling a planogram

The development of a planogram is carried out according to the rules:

Build a scale of product popularity. Buyer preference rating can be derived after consumer demand analysis
The number of racks and shelves that should be assigned to a group of products is determined
The placement of the assortment is controlled in accordance with the developed planogram. Any errors can subsequently contribute to a drop in sales.

Merchandisers or sellers are responsible for the correct display. Heads of departments and managers regularly check the compliance of product placement on the trading floor with the planogram. If you do not comply with the requirements of the supplier, violate the layout scheme, the supplier has the right to refuse to pay the bonus reward and further supply of products to this store.

Spread goods vertically, horizontally, and also combine the location. With a vertical layout, homogeneous products are laid out on the shelves vertically. Example: one vertical strip is represented by yoghurts, the other by cottage cheese, then sour cream, ryazhenka. The buyer is better guided when choosing a position. Also, products are placed horizontally, along the entire length of the equipment. Example:

One shelf occupied apple juices, the second - other juices
Juices on one shelf, water on the second

Other units or price tags should not obscure the information on the packaging. The main goods are placed in the visibility zone from the entrance.

Step-by-step instructions for compiling a planogram

Shelf space can be divided into:

own retail equipment provided for the network (branded refrigerators, sales racks, etc.)
network shelf space

In the first case, you can do whatever and however you like, depending on your goals. If we consider the shelf space of the network, then there is a problem in the form of occupancy of this space by competitors, as well as the network itself, which ultimately decides where to put your product. Therefore, in this case, it is necessary to approach the solution of the location of the product in more detail.

To determine the best place for your product, you need to have an understanding of the existing planogram, what it looks like without your product. To do this, it is enough to request it from a representative of the distribution network (which is sometimes impossible) or simply take a picture of your product category in the nearest supermarket. Transfer this photo to a computer and open it in any simple graphic editor (for example power point). Next, take a photo of your product and transfer it to the planogram. Try to put your product in different places, guided by visual perception (for example: there should not be a similar or merging product nearby, unless of course you specifically pursue this goal), pay attention to the main competitors, do not place the product on the edge of the shelf.

Video how to make a planogram:

Different companies may have different schemes, but they all have one thing in common general principle builds:

To draw up an effective scheme, a developed concept of one shelf and the entire outlet is required. Determine the type of product display and its location (counters, stands, shelves, baskets and other places and methods). The product should be noticeable, attract attention, interest, simplify the search for the buyer
After developing the key points, they begin to draw a diagram. It depicts commercial equipment (department and each shelf in it). Reflect products, given the size, color, shape. Detailed drawing will allow store employees to quickly and easily navigate the planogram
Enter conventions each product to facilitate its display
The planogram is approved by management

In some cases, the supplier provides his own planogram. If the assortment expands, consumer demand changes, and adjustments are made to the planogram.

Programs for creating planograms

There are many programs for drawing up product layout diagrams:

Retail Shelf Planner
Shelf Logic
Planogram Online
excel
power point
Any graphic editors

An example of a planogram drawn up in Excel

All these programs will help you create effective layouts, optimize layout and space, and reduce layout errors. They will form a reference book of commercial equipment, calculate the turnover of the shelf, and provide a visual layout of positions.

Planogram examples

Consider how to create a planogram for a grocery store.

Compile a sales rating for products of one category (“grocery”, “dairy products”), break it down into groups: cottage cheese, kefir, salt, flour, yogurt and others
Determine for each group of units the share in the turnover, take the category as 100%, while milk can be 40%, and the remaining categories (cottage cheese, butter, sour cream or sour-milk products) 10-20%
Given these data, the products are distributed in accordance with the share in the turnover. For milk, it is necessary to allocate the most racks (4, if there are only 10 of them in the store). For the rest, 1-2.

The share of the most profitable products is increasing. There is more space for them. If burgers occupy a square meter of space and brought in twice as much profit this month as pancakes, which take up the same amount of space, then the area for pancakes is reduced in favor of patties. Place for cutlets is increased to 1.5 square meters. An increase in the area can contribute to an increase in the sale of cutlets.

By the same principle, schemes are drawn up for goods of other categories.

beer department

Take the example of beer and branded refrigerators. The planogram is quite simple and includes 3 main zones:

On the lower shelves there is a product of a low price category.
At or near eye level, these are mass-market brands. What generates the main sales. The product in this zone will leave as quickly as possible.
Above eye level - premium segment.

Bakery

Bakery products are grouped by types, varieties: separately black, white, bread without yeast, with additives, whole grain, sandwich rolls, unsweetened, sweet pastries, desserts, pastries, cakes. Long-term storage products are placed separately.

Confectionery products are laid out by type and variety on the internal shelves. Candies are poured into boxes and cabinets near the walls. For cakes and pastries with cream allocate enough space in the refrigerator.

Products from the bottom and top shelves don't sell well. A shelf at eye level is the best option. Closer to the buyer is a product that has an expiration date.

Furniture salon

Furniture is placed so that visitors can see the headset and individual goods. Large stores decorate the interiors of apartments with a demonstration of furniture sets. To attract attention and create coziness, kitchen furniture is decorated with a variety of decorative elements: glasses, plates and other items.

Cheap and expensive products are separated. Cheap ones are located closer to the entrance. At the entrance, the price is especially clearly visible; furniture can be bought faster. The brightest goods are put on display.

Furniture for living rooms, bedrooms, cabinet share. You can move products around the hall once every two weeks. Weakly sold furniture is placed in prominent places. If the buyer comes again, he may notice something that he did not notice before.

Hardware store

Products are divided into large-sized, medium-sized goods, small-piece products. Interconnected groups are located nearby (nails, screws near tools, extension cords).

Dry mixes are laid out on racks in vertical blocks. The heaviest packages are placed on the lower shelves. Fasteners are grouped by type (self-tapping screws, dowels), purpose (for windows), size. Also not redundant trading floors information materials.

Equipment and tools are laid out from the waist and above. Piece goods are located in the checkout area on racks. Stands are intended for wallpaper. The buyer is given the opportunity to independently deploy the roll and inspect it. The scheme displays the color scheme of the wallpaper, their type, material.

Stock

The territory of the warehouse visually needs to be divided into zones. Racks, sections, shelves are equipped with plates. By detailed diagram the employee will find the product by name and address. Products are placed according to the principle "closer demand - closer to delivery".
The scheme marks the zones of long-term storage and short-term storage. Products that are in low demand are placed in long-term storage areas.

The strategy of a rationally placed product should be thought out to the smallest detail. The purpose of the planogram is to increase turnover, increase product sales, improve the flow of potential buyers, increase competitiveness for goods of the same category from other manufacturers. Thanks to a carefully designed planogram, sales will increase, and the time spent searching for the right product will be reduced.

I propose to share in the comments the planograms that you have obtained.