Planogram
Quick answer
A planogram is the diagram showing where each product goes on the shelf, at which level and in how many facings, so stores present products consistently.
Key takeaways
- Order and grouping of items in the category
- Number of facings per item, based on sales
- Shelf level: eye, hand, bottom
- Space for promotions and materials
What a planogram is
A planogram is a drawing or diagram of the shelf or fixture: which items go in, in what order, at which level and in how many facings. It is set by the retailer or together with the supplier, by category and store type. Each product is identified by SKU or barcode, not by name.
What it defines
- Order and grouping of items in the category
- Number of facings per item, based on sales
- Shelf level: eye, hand, bottom
- Space for promotions and materials
How it is measured
Planogram compliance = positions respected / total positions in the planogram × 100. It is measured on a visit by checking the shelf against the diagram. It is tracked together with sales per item: a good shelf spot should show in sell-out.
Common mistakes
1. The same planogram for every store. A small store does not have a hypermarket's space; the diagram must be adapted.
2. No review. The range changes while the planogram stays the old one.
3. Visual check only, no data. Without a score per store you cannot see where execution drifts.
How it shows up in a CRM
Planogram compliance is checked on a visit. In CRMconnect, agent visits are recorded in Sales Agent Management and appear in reports per agent, team or area; items are identified by the codes in the catalogue.
Real-world example
A planogram has 20 positions for a category. On a visit, the agent finds 15 respected. Compliance is 15 / 20 × 100 = 75%. The 5 deviations are corrected on the spot or reported to the retailer.
Last updated:
Frequently asked
What is a planogram?+
It is the diagram that sets where each product goes on the shelf, at which level and in how many facings. It serves as the standard for checking in-store execution.
Who creates the planogram?+
Usually the retailer, based on category sales, sometimes together with a key supplier that proposes a layout for its category. Specialised software can be used.
How is planogram compliance calculated?+
Divide the respected positions by the total positions in the diagram and multiply by 100. For example, 15 correct positions out of 20 is 75%.
How often is a planogram updated?+
When the range, the store space or the category results change. Many companies review it by season or on product launches.
Where CRMconnect fits
Where CRMconnect helps
Sales Agent Management records each agent's calls, visits, quotes and opportunities and aggregates them into reports per agent, team or area.
Related terms
Merchandising
Merchandising is how products are placed and presented in store so they are easy to find and buy: shelf position, facings, materials and stock.
B2B commerceTrade marketing
Trade marketing brings together a manufacturer's or distributor's actions towards retailers so products are present, visible and sold at the point of sale.
OperationsSKU (Stock Keeping Unit)
Internal unique code of an item in your stock - finer granularity than GTIN.
TechnologyGTIN (Global Trade Item Number)
Global product identification code - base for EAN-13, UPC, marketplaces.