What is a planogram? Meaning in retail merchandising
Your product gets onto a shelf through a planogram, and your packaging has to fit the space it assigns.
Definition
PlanogramA planogram is a diagram or model that shows where each product is placed on a retail shelf or display, including its position, number of facings and orientation. Retailers use planograms to standardise displays across stores and to allocate space according to sales, margin and the role of each product.
What a planogram means for a supplier
When a retailer lists a product, it slots it into the planogram for that category. You will be asked for exact pack dimensions, often for each face of the pack, and sometimes for product images so the retailer’s software can model the shelf. A pack that is a few millimetres too tall may not fit the shelf height chosen for the whole bay.
Facings matter. A product with one facing on the bottom shelf sells differently from the same product with three facings at eye level. Retailers usually decide facings from sales history, so a new product starts with what the buyer is willing to risk. Promotions, display units and second placements are negotiated separately. Retailers usually review planograms on a fixed cycle, so missing one review can mean waiting months for the next chance. Ask your buyer for the dates early.
Plan for the planogram while designing packaging. The front face should identify the product from a distance, the side panels may be what shoppers see on a crowded shelf, and the case pack should match how stores refill. Shelf-ready packaging is required by some retailers and changes how the outer carton is designed. Send physical samples if the retailer asks for them.
Packaging structure and dielines are part of our identity and packaging stage. The guide packaging design guide covers shelf and print requirements.
Related terms
Category management
Running each product category as a business unit with its own role, range, price and targets.
SKU
A unique internal code for each sellable variant of a product, such as one size in one colour.
Dieline
The flat template of a package showing cut, fold, glue and bleed lines for print.
Sell-through
The share of stock received that a retailer actually sold to shoppers in a given period.
Frequently asked questions
Who creates the planogram?
Usually the retailer’s space planning or category team. Large suppliers sometimes propose planograms as part of category work, but the retailer decides.
What information do retailers need for a planogram?
Typically exact product and case dimensions, weight, number of units per case, barcode and product images. Requirements vary by retailer.
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