Retail Space Planning Community


The Perfect Planogram

By Mike Wilkening, Communications Manager, ARC

Every so often at the Space Planning Community, we get the urge to crowdsource industry professionals on topics we find interesting.

Well, the urge struck us last week, and so we reached out to numerous space planners with a simple question:

Describe, in your words, the perfect planogram.

Below are five particularly illuminating answers. We also have included a word cloud below for those who wanted to see some of the commonalities in the answers.

Answers were edited for clarity and brevity.

David King
Head of Space Management and Store Planning Projects
345 Global

The “Perfect Planogram” arranges products so that a Category is easy to shop ergonomically and logically according to a well-researched Shopper Decision Tree; and it should also be efficient for the retailer with assortment, facings, and inventory set to neighborhood demand.

(Above) is one of my favorites: it puts the products within easy eyesight and reach, and it blocks them by sub-category, brand, formula, and size to be attractive and logical.

Aldona Kupracz
Head of R, F & Space Management
Zabka Group

A perfect planogram optimally arranges products on retail shelves based on detailed sales data and customer behavior insights to maximize visibility and sales. It ensures high-demand and high-margin items are placed at eye level and related items are grouped together to encourage cross-selling. The layout is intuitively designed to align with natural customer movement and shopping habits, making it easy for shoppers to find what they need.

Victoria Osuna
Head of Global Merchandise Excellence
Couche-Tard Inc.

For me, a perfect planogram is a visually appealing layout to present product to customers, that maximizes product visibility, sales and space productivity, while ensuring a great shopping experience for customers.

Linda Reis
Space Manager
CA Fortune

The perfect planogram is one that is not just a pretty picture to look at, but one built with integrity. A state of being complete, whole, and precise. All aspects of creating the planogram are exact from the fixtures, product attributes and merchandising flow.

James Aldape
Space Planning Manager

The perfect planogram is one drawn with precision space to sales within the box and category, with ideal days of supply to hold product on the shelf for an allotted period set by the buyer to prevent out of stocks. Example – seltzers are trending around 7.1% xAOC/26wk, however in some accounts they are flooded with so many new seltzers that end up taking up 10-12% of shelf space. This space is taken from other categories within the box which could cause out of stocks for other brands that are under spaced causing a possible lost sale. As well as proper product placement and blocking of items and brand on a shelf. This helps items become easily visible to the customer.  

Word Cloud

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About the Author: Mike Wilkening, Communications Manager, for the Association of Retail and Consumer Professionals (ARC).

Mike brings more than two decades of communications experience to the CMA/SIMA. He began his career in journalism, spending more than 10 years covering the National Football League for Pro Football Weekly and NBC’s Pro Football Talk. His bylines have also appeared in CBS MarketWatch, the St. Louis Post-Dispatch, NBC New York, and More recently, he has pivoted to corporate communications, including strategy and messaging experience for a Fortune 500 company. Mike holds a master’s degree in journalism from Northwestern University and a bachelor’s degree in accounting from the University of Illinois.