Retail Merchandising Planograms - How to Use Them Effectively

What are the benefits of Retail Merchandising Planograms?

The perception is that if your product is good, it will sell itself. However, visual merchandisers nowadays know better - effective advertising and displaying of merchandise are as important as quality. They understand the importance of planograms; the sketches outline the placement of products on a store shelf or retail display. Planograms ensure consistency of product placement between locations, and suppliers use the sketches to enforce the display of their product which results in higher sales volume. Independent retailers owners utilize planograms to maximize shelf space and enhance the look of merchandise. Starting with an effective planogram is one way to ensure products are restocked and maintained in a way that enhances display quality.

What are Retail Merchandising Planograms?

A planogram is a diagram or model that indicates the placement of retail products on shelves in order to maximize sales. Also known as plano-grams, plan-o-grams, schematics and POGs, planograms are a tool used in visual merchandising.

How is a Retail Merchandising Planogram prepared?

There are various pieces of software available which help to create planograms. Planogram software helps retailers to draw three dimensional diagrams of the store and help them visualize the overall image of the store.

How to Implement a Planogram:

Below are guidelines for effective planogram implementation:

1. Determine the desired effect of the planogram. If you're a clothing retailer, your objective might be to hang tops at an angle that shows off their beauty, and to make space for folded and stacked stock such as sweaters and pants. If you run a general merchandise store, displaying as many brand options as possible on your shelves might be the desired result.

2. Sketch the backdrop of your planogram. This is the space on or within which you'll place your product, be it a section of shelves or the floor plan of the entire store. Make your sketch to gauge and include measurements of every section of space; this will help you calculate how many products you can allocate to each space.

3. Organize your products in the planogram. Draw numbered representations of each item onto the planogram space; include a key to provide a description of each product, including brand and SKU. If your aim is to maximize space, compare various product combinations and use the one which allows you to display the most products.

4. Place your products on the shelf or store floor according to your diagram. Modify the planogram as you see fit; a product placing which maximizes space might also appear crowded and make it difficult to shop.

5. A planogram which aims to feature a line of clothing might not appear well under certain lighting arrangements or in a particular section of the store.

6. Arrange and rearrange the product placement using actual products until you are satisfied that it is well arranged and you have utilized your store.

7. Finally, change the planogram to reflect the changes you made at store level and ensure the format is replicated in other store locations of similar measurement.

Sony's new slogan 'Make Believe' For Marketing Communications With Consumers

Sony Ericsson makes a refresher, because uses Sony's new slogan 'make.believe' in all its communications with consumers so strengthen the quality of entertainment and its collaboration with Sony Group. This is a Sony Ericsson step to the next round in the transformation of business that they have been positioned as a brand for Communication Entertainment number one.

Djunadi Satrio, Head of Marketing at Sony Ericsson Indonesia declared unify communications and entertainment are at the center of Sony Ericsson's offerings since the beginning. According to him, the message 'make.believe' create Sony Ericsson align with other Sony Group companies, and to show unity between the communication and entertainment.

"The transformation of our business is being run to create the foundation for the new Sony Ericsson. Alignment of our brand is an important part of this strategy. Together with a new culture that is open, it indicates a change in the way we plan and build the proposition Sony Ericsson, also invited consumers to in touch with us via social media and digital platforms, "continued Djunadi.

Visually, Sony Ericsson will expand the appeal of the logo 'liquid identity' is used by adding seven new color variations as well as 'liquid energy' flowing from the logo to make it more dynamic and interesting seen in the digital arena. Sony Ericsson also intends to adopt a more open attitude and critical, by inviting greater consumer participation with the Sony Ericsson through a stronger focus on digital channel and interactive social media. With this new slogan, sony ericsson is hoping that their corporate image reach more value.

Make Your Brand Continuesly Good Smell

The smell can be an effective marker to differentiate your brand from the competition. In fact, it can increase sales!

Unfortunately in Indonesia, the marketer still not many are aware of this. In fact, research conducted by Dr. Hirsch in 1994 showed the relevance of consumer spending with a fragrance.

Although many consumers would argue that they are buying because the fragrances that wafted in retail stores, but the experiments conducted by Dr.. Hirsch necessarily indicate that a given retail store certain fragrances have a good level of sales. Even if not a fragrance that instantly make an impact on sales, we can be sure that the smell that odor perception provides clean, comfortable, good quality goods, and services more satisfying!

Sensory branding-brand concept to draw closer to the consumer through the senses-is not new. We can know Intel and Nokia brand through their short-wave tones. However, most new marketers using these two senses, namely the visual and audio. Whereas the sensory elements of smell is pretty strong branding.

Although the visuals have a direct impact on consumers, but in association with emotion and recollection, the most powerful is smell. According to Martin Lindstrom, author of Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight and Sound, scent has a greater stimulative power of emotion. In fact, added Lindstrom, 75% of the emotions we feel everyday is affected by the smell.

Comfort

Scent branding is not new in the world of aviation (airlines) if we look at the experience of Singapore Airlines and British Airways, two of the best airlines in service. Singapore Airlines always provide towels that have a unique fragrance to its passengers. Likewise with the business lounge of British Airways in London that always spray perfume and fragrance of fresh grass shades the ocean.

"A certain fragrance can make our customers more relaxed," so the opinion of a marketing manager of British Airways. "We want our customers subconsciously associate the convenience of traveling with British Airways."

World of hospitality was included in the serious affairs of this fragrance. Marriott hotel management, for example, requires all of their hotels around the world choose one of five Marriott signature scent. Similarly, the world's major hotel groups such as Westin, W Hotel and Shangri-La. Sue Brush, Senior VP of Westin Hotel, said that the smell was under the human consciousness. We do not need to advertise, but we can expect this to make our guests feel comfortable.

If you want to look further, the use of fragrances to affect the emotions actually have started to trend in Indonesia. This is sold by many spas are popping up in the country. Through aromatherapy, spa visitors can release their tension and emotion.

Well, use scents for brand identity is one of the services that try spearheaded by Brand Aroma. Creating a special aroma that can identify a brand does require expertise that is truly special. An example for a girls goods retail store, Aroma Brand suggests a nuanced fragrances of fruits. "Teenage girls generally start experimenting with scented oil, but avoid the more mature fragrance, like flowers.

As with any logo or jingle, marketers also need to think strategically so that the scent is in accordance with the image to be displayed. To that end, from segmenting and targeting elements need to be considered. Examples of factors gender, age up to the level of expenditure should be considered in choosing a fragrance.

This happened in the research conducted by the Washington State University who studied the influence of gender in determining the aroma. At the retail store for women they spray the scent of vanilla, while the retail store men they spray scented rose maroc (a type of honey smell). The result can be different when the aroma exchanged, consumers were choosing not to linger in the store.

For some men, they feel less comfortable in women's underwear section. Not only will it be in a collection of bras uncomfortable, but the distinctive aroma of a bra that also makes him uncomfortable. That is one clue that the sexes can affect appetite for the scent.

Need Strategy

Indeed, in general, fragrances tend to be universal in an industry. Scented like pine seem more hygienic. This fragrance smells identical to the hospital. Nevertheless, the fragrance also has a trend. Each time, there are fragrances are becoming a trend in many places. It usually occurs in the consumer goods products. When the scent of lavender growing, all the brands display the same scent. Similarly, the scent of green tea, which now began to be used in the trendy cafes such as Starbucks.

In addition to problems of segmentation and targeting, positioning is also important in shaping the scent as a brand identity. The message to be conveyed by the brand through scent must match. As to whether the message was: elegant, feminine, classic, smart or something else? Everything should be taken into account in choosing a fragrance. If not, you could lose customers because of choosing the wrong scent as a brand identity.

Experience as a consultant in this one that seemed willing to offer by Brand Aroma Indonesia. Will they be successful? We shall see. However, at least, marketers Indonesia have a "new weapon". Now the brand differentiation can be created not only from the product or service, but also from the aroma. And this would be the best place to make an ambush marketing for other followers.