Walk into any well-performing store and you’ll notice something straight away.
It feels easy to shop.
Products are where you expect them to be. Categories make sense. Best sellers are visible. New launches stand out without shouting. That doesn’t happen by accident. It starts with a planogram.
At their best, planograms quietly do a huge amount of work in the background. At their worst, when they’re ignored or poorly executed, they can actively hold sales back.
What a planogram is really designed to do
A planogram isn’t just a shelf diagram. It’s a sales strategy translated onto the retail floor.
A good planogram is designed to:
- Guide the shopper’s eye naturally through the category
- Prioritise high-turn and hero products
- Support logical navigation and decision-making
- Reduce friction and confusion at shelf
- Maximise the value of limited space
When planograms are executed correctly, shoppers don’t notice them consciously. They just find what they need faster, feel more confident in their choices, and are more likely to buy.
That ease is what converts browsers into buyers.
Why planogram compliance matters so much
Even the best planogram means nothing if it isn’t followed in store.
In reality, stores are busy environments. Staff are under pressure. Stock arrives late. Fixtures change. Gaps get filled with “whatever fits”. Over time, categories drift away from how they were designed to perform.
Common issues we see when planograms aren’t followed include:
- Key SKUs missing from their intended position
- Best sellers pushed to poor sightlines
- New launches lost amongst older stock
- Inconsistent layouts across stores
- Signage or POS sitting in the wrong place, or not at all
Each of these might seem minor on its own. Combined, they create a shopping experience that feels cluttered, confusing, or frustrating. And when shoppers feel that friction, sales suffer.
What happens when planograms break down
When planograms aren’t maintained, brands usually feel it before they see it.
Sales dip with no obvious reason. Conversion drops. Store feedback becomes inconsistent. Marketing activity doesn’t land as expected.
From the shopper’s perspective, it often shows up as:
- “I couldn’t find what I was looking for”
- “There was too much choice”
- “I didn’t realise you stocked that product”
From a brand’s perspective, that’s lost opportunity. Not because the product isn’t right, but because the execution isn’t.
The role of merchandising in protecting planogram performance
This is where hands-on merchandising makes a real difference.
A strong merchandising team doesn’t just set a planogram once and walk away. They:
- Check compliance regularly
- Correct drift before it impacts sales
- Troubleshoot stock, fixture, and space issues
- Adapt within retailer guidelines when realities on the floor change
- Feed insights back to brands so decisions can be made quickly
Planograms are living tools. Stores change. Ranges evolve. Promotions roll in and out. Having experienced eyes on the ground ensures the planogram continues to do the job it was designed for.
When planograms are done right, sales follow
We see it time and time again. When categories are clean, consistent, and well-executed, sales are stronger. Shoppers engage longer. Staff feel more confident. Brands get a fair chance to perform.
Planograms don’t drive sales on their own. Execution does.
And when planograms aren’t working, the answer usually isn’t more stock or more promotions. It’s getting the basics right on the shelf.
Because in retail, clarity sells.
