Services You Can Use: Professional Planograming Services

September 9, 2008

Many toy companies and retailers are unaware of the availability of professional planograming services. Planograms are a picture of how products should be merchandised on a shelf. Effective planograming can mean a stronger shelf presence for toy manufacturer, greater sales for a retailer and a better shopping experience for a consumer. 

One such planograming company is Gladson Interactive LLC. To learn more about professional planograming services, I spoke with David Monroe, a Senior Analyst at Gladson. David has eighteen years of experience in the Space Management / Category Management field. He started his career doing planograms for a retailer then a distributor before coming to work at Gladson. 

Richard: 

Here is a simple question: What is a planogram?

David:

A planogram is a schematic or diagram showing how a set of store shelves or fixtures should be loaded with merchandise including the number of facings of a given product. It is used for space planning and as a stocking guideline for store associates.

Richard:

What in your opinion is the art behind creating planograms?

David:

The key is good merchandising. Making a set easy to shop by having a logical layout that makes sense to the consumer and adds convenience to visiting the store. The artistic side of a planogram can attract the shopper’s eye and then helps to influence the buy.

Having a full looking set with little open peg space available, along with not to much finger space between the shelves gives a clean and in businesslike appearance to customers. One example of cross merchandising that saves consumers time while increasing revenue is adding a clip strip with batteries in a toy set.  Little things can add a lot to a planogram and help to separate you from the competition.

Richard:

What in your opinion is the science behind creating planograms?

David:

The key is the data you have available and understanding what it means. Having the correct number of facings and capacity for a product can help prevent out of stocks which is a leading cause of frustration for consumers. On the flip side under performing items can be cut back reducing their inventory in the set. The freed up space can now be better allocated to both new and top performing products.

Richard: 

What are some of the results you have seen from the implementing of planograms?

David:

The result’s everyone wants to see is a set implemented that maximizes profitability while adding new excitement for the consumer. I like to use the four R’s in judging a set:

1.                  The right product

2.                  In the right place

3.                  In the right quantity

4.                  At the right time

If all four are present you will achieve increased sales. If you do all these things correctly consumers will reward you with their loyalty.

Richard:

Are there companies other than Gladson that provide planograming services?

David:

Yes, here are two: The Hamacher Resource Group  and Acosta.

Richard:

And what if a reader wants to contact Gladson?

David:

If a reader wishes to contact us they can either email us at pwaldron@gladson.com or call 630 435 2224. Those who wish to know more about us can visit our website at www.gladson.com.