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What are the common obstacles to planogram execution?

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Well planned and executed retail strategy and marketing is crucial for merchandising. Planogram is an essential tool in setting up optimized retail shelves, adhering to merchandising best practices. Even though planning any in-store presentation is critical, what really counts is the final execution of the plan.

However, planogram execution doesn’t always go as smoothly as planned, resulting in poorly mapped out retail displays. By recognizing the most common obstacles to planogram execution, manufacturers and retailers can address them before they even occur. Following are some of the planogram troubles, to be watched out and fixed.

1. Doing too many things, too soon

Planograms are flexible in terms of scope and detail, covering as much as an entire store or a single promotional display. Some planners change their planograms more often, especially if they are relatively new to retail merchandising. This can affect the product performance if done randomly, without a thoughtful strategy.

2. Lack of data

Data plays a vital role in creating planograms. Planograms should be revised according to the sales data. Overcomplicating the planogram process can backfire over the long run. Viable workflows can be created by deriving insights from the sales data. You need insights into foot traffic, strong performers, customer preferences, retail trends and more to design an impactful planogram. Many easy planograms have provisions to generate the required planogram reports. With this information in hand, brands can build the most valuable planograms possible.

3. Incorrect instore execution

Even if your category manager or planogram specialist offered you the best possible planogram, it won’t do much good if your staff fail to implement them accurately. A lot of effort goes into the creation of planograms, but brands often overlook the staff who are actually tasked with the execution. May be the planogram execution is not done by an experienced staff, or they may believe in their own system for setting up displays- there are many reasons why store employees fail to adhere to planograms.

The planogram process doesn’t end with planogram creation. Field teams must routinely check for planogram compliance of the store, to ensure if their hard work is getting reflected in the store.

There are numerous ways for brands to conquer these obstacles, all they have to do is decide which one works the best for them. One is to use an easy planogram for planogram creation and compliance.

Want to try? Get Nexgen POG free trial and try it out!

| Categories: | Tags: planogram, shelf space planner | View Count: (587) | Return

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