The Planogram Puzzle: Managing Complexity for Multi-SKU, Multi-Zone Brands
When a brand has dozens of SKUs, multiple store formats, and frequent promotions, planogram execution becomes a balancing act. A well-built planogram ensures the right product is in the right place at the right time, helping shoppers find what they need and keeping sales steady. But when things slip, the impact is immediate.
Global data shows that average planogram compliance sits at around 60%, and without regular checks it can drop by 10% each week. Industry reports estimate that poor compliance costs retailers 4–5% of annual revenue, and in large chains that can translate to millions in lost sales.
Common Challenges
At VSS, we often see the same issues crop up across complex brands:
- SKU overload: When one line is missing, staff often fill the gap with a random product, breaking the logic of the display.
- Different store formats: Department stores, pharmacies, and discount chains all have different space and fixture types, so one layout rarely fits all.
- Frequent promotions: Temporary stands and campaign POS often push the baseline planogram out of shape, and stores rarely revert once the promo ends.
- Inconsistent reporting: Without clear photo proof or structured audits, deviations go unnoticed.
- Limited staff training: Store staff may not understand why the layout matters, so small errors multiply over time.
What Works
A few consistent habits make a big difference:
- Clear format guidelines: Define exact layouts for large, medium, and small stores so staff can adapt without guessing.
- Photo proof visits: Every visit should include geo-tagged, time-stamped photos of the final setup.
- Regular audits: Fortnightly or monthly checks keep layouts aligned and highlight stores that need attention.
- Staff upskilling: Take the time to explain why the layout exists. Formal or informal training helps store teams see the value behind the structure.
- Track and act: Use compliance data to follow up, retrain, or adjust. Turning insight into action is what protects shelf integrity.
Why It Matters
A planogram is more than a layout, it is a visual strategy. When it is executed right, shoppers move naturally through the category, products sell in the right order, and the brand holds its space.
At VSS, we specialise in taking these complex, ever-changing plans and turning them into consistent, real-world results. From photo verified visits to staff training and monthly health checks, we help brands keep their shelves right, every time.
