A planogram is more than a diagram. It is a tool retailers use to decide where every product sits on a shelf or fixture. Without it, product placement becomes guesswork, and sales opportunities can be missed. Grocery stores, fashion boutiques, electronics outlets, and hardware chains all rely on planograms to keep displays consistent and effective.
Shelving fixtures such as gondola shelving and retail shelving are common in planogram layouts, but the principles apply across all display types. The aim is always the same — to optimise visibility, encourage purchases, and keep store presentation consistent.
A planogram is a visual representation of how products should be displayed in a store. It can take the form of a diagram, photograph, or digital layout. The document shows exact product locations, facings, and arrangements for each fixture.
Alternate names include:
Retailers use planograms for more than presentation. They also help with inventory control, supplier agreements, and staff training. A planogram can indicate how much space each supplier receives and the expected product mix for each section.
In retail, the planogram acts as a blueprint for product placement. Its influence extends beyond neat displays. A well-planned layout directs customer flow, promotes higher-margin products, and supports impulse buying strategies.
Key benefits in a retail setting include:
A supermarket might use a planogram to place everyday essentials like milk and bread at the back, ensuring customers pass through multiple aisles filled with impulse buys. A fashion retailer may arrange seasonal items in prime spots at eye level to drive sales before trends shift.
A planogram merchandiser is responsible for creating, implementing, and maintaining planograms in-store. They interpret sales data, supplier requirements, and store layouts to produce the most effective product arrangements.
Typical responsibilities include:
Planogram merchandisers differ from general merchandisers in that their focus is on fixture-level detail rather than broad promotional campaigns. They work closely with buyers, category managers, and visual merchandising teams to align product presentation with commercial goals.
Planograms follow a structured process. The exact steps vary, but most retailers use a similar approach:
| Step | Task | Outcome |
| 1 | Store layout analysis | Identify traffic flow, fixture locations, and prime selling areas. |
| 2 | Fixture selection | Choose the right display type, such as gondola shelving, wall shelving, or free-standing units. |
| 3 | Product categorisation | Group items logically, often by brand, product type, or customer need. |
| 4 | Space allocation | Assign space based on sales data and product turnover rates. |
| 5 | Final layout and compliance checks | Produce the finished diagram, ready for store teams to implement. |
By following a clear sequence, retailers maintain both visual appeal and commercial efficiency.
Different retail goals require different planogram formats:
A single store may use all of these at different times, switching between them as seasons and product ranges change.
An effective planogram covers several technical and visual details:
Retail shelving and gondola shelving can be adapted for all these elements, giving retailers flexibility to test new layouts without replacing entire fixtures.
Planograms give retailers measurable advantages. They provide a clear visual plan, reduce inconsistencies, and help staff maintain display standards without guesswork.
Key benefits include:
Research from PlanoHero shows that optimised planograms can boost category sales by 12–20%, reduce out-of-stock incidents by up to 30%, and improve execution accuracy by 20–40%. These figures highlight how well-planned product placement translates directly into measurable retail performance.
Even minor adjustments to a planogram can have a direct impact on sales patterns. For example, shifting impulse products closer to checkout points can increase units sold without increasing promotional spend.
The process of building an effective planogram involves structured planning. Below is a six-step method many retailers use:
Measure and map fixtures
From our experience, inaccurate fixture measurements are one of the most common causes of planogram errors. Even a small mismatch between documented and actual dimensions can result in products not fitting as planned, leading to last-minute changes or costly rework.
Analyse sales data
Group products strategically
Decide placement based on shopper behaviour
Document visually
Review and refine
Following a consistent process keeps displays functional and commercially effective over time.
Planogram compliance refers to how closely the actual in-store display matches the planned diagram. High compliance rates mean products are in the correct place, facing the right direction, and arranged according to the plan.
Resets occur when a planogram is updated and the store layout needs to be physically changed. Common triggers for a reset include:
Resets can be small, involving a few product adjustments, or large-scale, requiring full aisle rearrangements. Consistent monitoring helps maintain accuracy between the documented plan and the in-store reality.
In practice, planogram compliance can be challenging. One merchandiser on Reddit shared that “It’s impossible. My DSL said to leave holes, but if you leave holes the stores get mad, take your space, or plug their stuff in your area.” This highlights a common issue—tension between the ideal plan and the practical demands of store operations.
Planograms can be created manually or using digital tools. Manual methods work for smaller operations but can be time-consuming for large product ranges.
Popular software solutions include:
These platforms allow retailers to design, edit, and share planograms with accuracy. Many include drag-and-drop product libraries, compliance tracking features, and integration with sales data. Even simple design tools like Google Slides or basic drawing software can be adapted for basic layouts in smaller stores.
Planograms help retailers control how products appear, where they are positioned, and how customers interact with them. They influence store flow, improve sales efficiency, and keep presentation standards consistent.
When combined with quality fixtures such as gondola shelving or retail shelving, they provide a stable framework for long-term merchandising success. Retailers that adopt a structured planogram process are better equipped to adapt to changes in product ranges, seasonal demands, and customer preferences.
