PLANOGRAM- SALES STRATEGIES FOR BRAND OWNERS
Believe it or not – where your product is located inside of a store AND on a shelf makes a difference in your retail sales!
Many people think retail placement is a passive game – wherever your buyer decides to put you, is where your lot in life is. But if you understand why buyers place your product in different locations (FYI packaging is a key determining factor that can shift things for you!) – you can be on the offense and influence the outcome of your sales presentation and product placement in stores.
STEP ONE: What is a planogram? Why care?
In this video, we define what a planogram is and take a look at the different parts that come together to make a planogram, such as a floor plan, notice, and merchandising shelf plan.
Click to watch: https://youtu.be/Iujd_lQlDg0
STEP TWO: How do retailers decide planogram placement?
A planogram’s purpose is to maximize incrementality. Retailers want a planogram that will inspire customers to add one more item to their cart.
Click to watch: https://youtu.be/9fIBL4NjGXY
STEP THREE: How can merchandising techniques increase your sales?
There are multiple factors that affect planogram placement and many different merchandising techniques for planograms that maximize incrementality. In this video, we discuss merchandising techniques that you can use to drive customers to make incremental purchases of your product.
Click to watch: https://youtu.be/AogUJ73RK8o
STEP FOUR: How can thinking through your planogram affect your impact in your product category?
Justin’s Peanut Butter & Archer Farms are great examples of successful case studies of brands that have thought through their planogram and utilize merchandising techniques to capture more profit.
Click to watch: https://youtu.be/HeTzn2wA24I
STEP FIVE: How to apply planograms to your sales presentation?
The average grocery store buyer isn’t thinking about you and the placement of your product. Your job is to have a strategy for your product to show buyers why your product will sell and how it will be successful in their stores.
CONCLUSION:
The lessons we have learned from studying the planogram are that where our product is in a retail store will impact our sales velocity! If you can study and explain where your product should be to your retailer you can influence your sales. ALSO if you design fresh packaging (structural and visual) that can also play a part in where you might be placed. Understanding your retailers needs will make you a better sales person.
Tell us about your next sales pitch and how you will revise things based on this article?
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