Page 175 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes  According to block placement of products, the related products or merchandise belonging
to a similar family are stocked at one place together under one common umbrella.

 Plan plenty of time to setup a new planogram without interruption.
 Gather cleaning supplies, additional shelving, peg hooks, signage, product, planograms
and any other items needed.

 Decide what you are making the planogram for, whether for a store or for your home.
 Experiment with different ways of arranging the objects so that they fit as best as possible
and will be easily seen.

 Use the diagram to create the life size display.
8.7 Keywords

Block Placement: According to block placement of products, the related products or merchandise
belonging to a similar family are stocked at one place together under one common umbrella.

Commercial Product Placement: Commercial product placement takes into account the brand
value of the merchandise.
Horizontal Product Placement: According to horizontal product placement, products are placed
side by side on shelves to offer a wide range of options to the customers.
Margin Product Placement: According to Margin product placement, the more a product earns
profit for the retailer, the better the location it is placed.

Market Share Product Placement: Market share product placement plan works on a simple
strategy: A product which generates the maximum revenue for the store should ideally be
placed at a prime location for the customers to notice it and immediately buy it.
Planogram: A planogram is a tool in any form which are used by the retailer, which helps
determine the location of merchandise within a department.
Planogramming: Planogramming is an inventory control and merchandise display method that
allows a retailer to maintain shelf inventory in an orderly way to improve efficiency and
customer service.
Vertical Product Placement: The vertical product placement displays the merchandise on more
than one shelf level.

Visual Product Placement: It refers to a technique where the products are placed in a way to
immediately catch the attention of the customers walking into the store.

8.8 Review Questions

1. What are planogram? What is planogramming?

2. Explain how does any good retailer realises the key to increased sales?
3. “Due to the hefty price tag of most planogram software, small and independent retailers
often resort to using word processors or paper and pen to optimise shelf layout”. Elucidate.

4. “Planogram is a good way of communicating how displays are to be done”. Discuss.
5. What is the influence of consumer driven store-specific planograms over lifetime customer
loyalty?

6. What are targeted store-specific planograms?

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