How to Create a Planogram

Think of it this way: A Planogram is a visual merchandising blueprint that shows exactly where products should be displayed in your stores. It ensures consistent product placement, optimizes space, and maximizes sales through strategic positioning.

The Big Picture

Planogram (Visual Merchandising Plan)
├── Basic Information
│   ├── Planogram Name ← REQUIRED
│   ├── Version (e.g., 1.0, 2.1)
│   └── Effective Date (when to implement)
├── Scope
│   ├── Target Stores (which locations)
│   ├── Target Zones (which areas of stores)
│   └── Associated Campaign (promotional tie-in)
├── Visual Guide
│   ├── Diagram Image ← REQUIRED (the actual layout)
│   └── Instructions (setup steps, notes)
└── Featured Products
    └── Product List (items, quantities, positions)

What is a Planogram?

A planogram is a detailed visual plan showing:

Where products should be placed (shelves, displays, zones)
How many of each item to stock
How items should be arranged (vertical, horizontal, facing)
Why items are positioned that way (eye level, cross-selling, etc.)

Used by:

Store managers setting up displays
Visual merchandising teams
Regional managers ensuring consistency
Operations teams planning inventory placement

Step 1: Basic Information

Planogram Name (Required)

A clear, descriptive name for this merchandising plan.

Good Examples:

"Summer 2025 - Front Window Display"
"Back to School Endcap - August 2025"
"Holiday Gift Zone - Main Floor"
"New Product Launch - Feature Wall"
"Seasonal Refresh - Q2 2025"

Avoid:

"Planogram 1" (not descriptive)
"June" (too vague)
"New Display" (what display where?)

Naming Conventions:

Include Season/Campaign: "Summer 2025", "Holiday 2024"
Include Location/Zone: "Front Window", "Endcap A", "Main Floor"
Include Purpose: "Product Launch", "Seasonal Refresh", "Sale Display"
Be Specific: Enough detail to distinguish from other planograms

Pattern Examples:

Season + Location: "Spring 2025 - Window Display"
Campaign + Zone: "Black Friday - Checkout Endcap"
Product + Area: "New Apparel Line - Feature Wall"
Event + Store Section: "Back to School - Supplies Zone"

Version

Version number to track iterations and updates.

Format: Use semantic versioning or simple numbering

Good Examples:

"1.0" (initial version)
"1.1" (minor update)
"2.0" (major revision)
"2.1" (minor tweak to version 2)

When to Update Version:

1.0 → 1.1: Minor adjustments (quantities, small position changes)
1.0 → 2.0: Major redesign (complete layout change)
2.0 → 2.1: Tweaks based on store feedback

Best Practice: Keep prior versions for reference. Create new planogram documents for major changes.

Effective Date

When this planogram should be implemented in stores.

Purpose:

Gives stores time to prepare
Coordinates with campaign launches
Aligns with inventory deliveries
Manages rollout timing

Planning Tips:

Set 1-2 weeks ahead: Allows stores to schedule setup
Align with shipments: Products arrive before implementation
Consider store hours: Implementation during off-peak times
Coordinate campaigns: Match promotional launch dates

Examples:

New season: "2025-06-01" (June 1st)
Product launch: "2025-08-15" (aligns with product arrival)
Sale event: "2024-11-25" (Black Friday setup)

Step 2: Scope & Targeting

Associated Campaign (Optional)

Link to a promotional campaign this planogram supports.

Links to: Promotional Campaign document

Good For:

Coordinating merchandising with marketing
Tracking campaign effectiveness
Ensuring visual consistency
Aligning store displays with ads

Examples:

"Summer Sale 2025" campaign → Summer window planogram
"New Product Launch" campaign → Feature wall planogram
"Holiday Gift Guide" campaign → Gift zone planogram

Benefits:

Store staff understand the marketing context
Campaigns and merchandising stay aligned
Performance tracking links displays to sales

Target Stores (Optional)

Select which store locations should use this planogram.

Leave blank: Applies to all stores Select stores: Only designated locations use this plan

Use Specific Stores When:

Store sizes differ (large vs. small formats)
Regional product variations
Testing new layouts at select locations
Flagship vs. standard store differences
Local market preferences

Examples:

All stores: Company-wide seasonal refresh
Flagship only: Premium product showcase (large space required)
Regional: Cold-weather apparel (northern stores only)
Test stores: New layout trial before full rollout

Target Zones (Optional)

Specify which zones or areas of stores this planogram applies to.

Links to: Zone documents (store sections, departments, areas)

Examples of Zones:

"Front Window Display"
"Checkout Endcap"
"Feature Wall - Main Floor"
"Seasonal Zone - Back Corner"
"New Arrivals - Entrance"

Benefits:

Clear designation of store area
Multiple planograms per store (different zones)
Prevents confusion about placement
Allows zone-specific tracking

Multi-Zone Strategy: A single store might have:

Planogram A → Front Window
Planogram B → Checkout Endcaps
Planogram C → Main Floor Feature Wall
Planogram D → Back Wall

Step 3: Visual Guide

Diagram Image (Required)

The actual visual planogram showing product placement.

This is the most important element. The image shows:

Shelf/display layout
Product positions
Facings (how many of each item visible)
Measurements and spacing
Labels and callouts

Image Requirements:

Clear and readable: High resolution
Labeled: Products identified clearly
To scale (if possible): Shows relative sizing
Annotated: Include measurements, notes, arrows

Creating Effective Diagrams:

Include:

Product names or SKUs
Quantities/facings
Measurements (shelf heights, widths)
Color coding for categories
Arrows showing sightlines or flow
Legend/key for symbols

Tools:

Dedicated planogram software (e.g., JDA, RELEX, Mockshop)
Design tools (Adobe Illustrator, Figma, Canva)
Even hand-drawn sketches (if clear and labeled)

Examples:

Shelf planogram: Side view showing vertical arrangement
Floor plan: Top-down view showing display placement
Endcap: Front-facing view with product arrangement
Window display: Perspective view with layering

Hotspot Feature:

Use Sanity's hotspot tool to mark important areas
Zoom focus on key product placements

Instructions (Optional)

Detailed setup steps and merchandising notes.

Rich text formatting available: Use headings, bullets, bold, etc.

What to Include:

Setup Steps:

1. Clear the designated zone completely
2. Clean shelves and fixtures
3. Measure and mark shelf positions per diagram
4. Install signage holders at marked positions
5. Stock products starting from top shelf
6. Adjust facings to match diagram
7. Install promotional signage
8. Final check against diagram

Merchandising Notes:

Color blocking: Group similar colors together
Eye-level priority: Best sellers at 48-60" height
Cross-merchandising: Pair complementary items
Facings: Number of units showing frontward
Stock depth: Units deep per shelf

Special Considerations:

Lighting requirements
Seasonal props or decorations
Signage placement
Security considerations (high-value items)
Accessibility compliance

Maintenance Instructions:

How often to replenish
Daily facing/straightening
Weekly full reset
Seasonal changeover timing

Step 4: Featured Products

Product List

Specific products included in this planogram with placement details.

Each Product Entry Includes:

Product (Required)

Reference to the product document.

Select from: Existing products in your catalog

Variant SKU (Required)

Specific variant of the product to display.

Format: SKU exactly as it appears in product variant

Examples:

"TSH-MD-BLU" (T-Shirt, Medium, Blue)
"MUG-12OZ-BLK" (Mug, 12oz, Black)

Why SKU is Required:

Ensures correct variant (not just product)
Prevents confusion (different sizes, colors)
Matches inventory system

Initial Quantity (Required)

How many units of this variant to stock initially.

Represents:

Number of units to place on display
Initial stock level for this planogram
Includes facings × depth

Examples:

Shelf with 3 facings, 4 deep: Quantity = 12
Feature display, 5 units visible: Quantity = 5
Endcap, 2 facings × 6 deep: Quantity = 12

Planning Considerations:

Display capacity
Sales velocity expectations
Replenishment frequency
Storage behind display

Positioning Notes (Optional)

Specific placement instructions for this product.

Good Examples:

"Top shelf, left corner"
"Eye level, center - 3 facings"
"Bottom shelf, right side - stack of 6"
"Endcap front, 5 units pyramid display"
"Feature table, center - lay flat"

Include:

Shelf level (top, middle, bottom, eye-level)
Horizontal position (left, center, right)
Orientation (vertical, horizontal, angled)
Special display methods (stacked, pyramid, lay-flat)

Common Questions

"What's the difference between a Planogram and just telling stores what to stock?"

Planogram (Visual Merchandising):

Shows WHERE to place items
Shows HOW to arrange them
Visual guide with diagram
Optimized for sales (eye level, flow, grouping)
Consistent experience across stores

Stock List (Inventory):

Shows WHAT to stock
Shows HOW MUCH inventory
No placement guidance
Focused on availability

Think of it as:

Stock list = What items are in the store
Planogram = Where those items are displayed

"Do I need a new planogram for every product change?"

No! Only create new planograms when:

Yes, Create New:

Major seasonal changes (summer → fall)
Campaign launches requiring new displays
Store layout renovations
New merchandising strategies
Significant product mix changes

No, Keep Current:

Minor product swaps within same category
Quantity adjustments
Temporary out-of-stocks
Small variant changes (color swap)

Version Update Instead:

Minor tweaks to existing layout
Quantity adjustments
Small position changes

"Should I create one planogram for all stores or separate ones?"

One Planogram for All Stores When:

Stores are similar size/layout
Same product assortment
Consistent merchandising strategy
Easier management

Separate Planograms When:

Different store formats (flagship vs. kiosk)
Regional product differences
Varying space constraints
Testing new concepts

Best of Both:

Base planogram (all stores)
Variant planograms (large stores, small stores, regional)

"How detailed should the diagram be?"

Minimum Requirements:

Clear product identification
Basic positioning
Quantities visible

Ideal Detail:

Measurements (shelf heights, widths)
Exact product positions
Facings noted
Signage placement
Color/category coding
Scale reference

Rule of Thumb: Detailed enough that someone unfamiliar with the products can execute it accurately.

"What's the relationship between Planograms and Zones?"

Zones = Store Areas:

"Front Window"
"Checkout Endcap"
"Feature Wall"

Planograms = Display Plans for Those Zones:

"Summer 2025 - Front Window Display" (goes in Front Window Zone)
"New Products - Feature Wall" (goes in Feature Wall Zone)

The Connection:

Store
├── Zone: Front Window
│   └── Planogram: Summer 2025 Window Display
├── Zone: Checkout Endcap
│   └── Planogram: Impulse Items Layout
└── Zone: Feature Wall
    └── Planogram: New Arrivals Showcase

"How often should planograms be updated?"

Depends on:

Seasonal: 4 times per year (Spring, Summer, Fall, Winter) Campaign-Based: With each major campaign launch Product Launches: When introducing new product lines Performance: When displays aren't performing

Typical Schedule:

High-fashion retail: Monthly or more
General merchandise: Quarterly (seasonal)
Specialty retail: Campaign-aligned (6-8 times/year)
Everyday products: Annually with minor tweaks

Signs It's Time to Update:

Sales declining in the zone
Products discontinued or changed
Campaign ending
Customer feedback about finding products
New competitive insights

Naming Best Practices Summary

Planogram Names

Include season/campaign context
Specify location or zone
Indicate purpose
Add year for clarity
Don't use generic numbering
Don't be vague

Versions

Use semantic versioning (1.0, 1.1, 2.0)
Increment logically
Document what changed
Don't skip versions

Product Positioning Notes

Be specific (shelf level, position)
Include orientation details
Note special display methods
Don't assume everyone knows the layout

Quick Checklist

Before publishing a planogram, verify:

Planogram Examples

Seasonal Window Display

Planogram Name: "Summer 2025 - Front Window Display"
Version: "1.0"
Effective Date: 2025-05-25
Campaign: "Summer Collection Launch 2025"
Target Stores: All
Target Zones: "Front Window"
Diagram: [Uploaded image showing mannequins, props, product placement]
Instructions:
  1. Remove all spring display elements
  2. Clean window glass inside and out
  3. Install summer backdrop (palm leaves)
  4. Position mannequins per diagram
  5. Dress mannequins in featured summer outfits
  6. Add props: beach balls, surfboard, sand
  7. Install "SUMMER COLLECTION" signage top center
  8. Lighting: Warm tone, sunset effect

Products:
  - Product: "Beach Tote Bag", SKU: "BAG-BEACH-NAT", Qty: 3
    Position: "Bottom right, leaning against mannequin base"

  - Product: "Sunglasses - Aviator", SKU: "SUN-AVI-GOLD", Qty: 2
    Position: "Center table, lay flat display"

Product Launch Feature Wall

Planogram Name: "New Sneaker Launch - Feature Wall Q2 2025"
Version: "1.0"
Effective Date: 2025-04-10
Campaign: "Spring Sneaker Drop 2025"
Target Stores: "Flagship Portland", "Downtown Seattle"
Target Zones: "Main Floor Feature Wall"
Diagram: [Wall display with floating shelves and pedestals]
Instructions:
  - Lighting: Spotlights on each pedestal
  - Color story: Gradient from white to bold colors left to right
  - Signage: "NEW ARRIVAL" above center shelf
  - QR code cards: Link to product videos

Products:
  - Product: "Performance Sneaker", SKU: "SNK-PERF-WHT-10", Qty: 1
    Position: "Top shelf, left pedestal - hero placement"

  - Product: "Performance Sneaker", SKU: "SNK-PERF-BLK-10", Qty: 1
    Position: "Top shelf, center pedestal"

Sale Endcap

Planogram Name: "Clearance Endcap - Winter Closeout"
Version: "2.1" (updated quantities after first week)
Effective Date: 2025-02-01
Campaign: "Winter Clearance 2025"
Target Stores: All
Target Zones: "Checkout Endcap A"
Diagram: [4-shelf endcap, high-volume stocking]
Instructions:
  - Maximize visibility: face all products forward
  - Replenish daily from backstock
  - Update "% OFF" signage as prices drop
  - Eye level = fastest movers

Products:
  - Product: "Winter Scarf", SKU: "ACC-SCF-RED", Qty: 24
    Position: "Eye level shelf - 6 facings, 4 deep"

  - Product: "Winter Gloves", SKU: "ACC-GLV-BLK-L", Qty: 18
    Position: "Second shelf - 6 facings, 3 deep"

Tips for Planogram Success

Creating Effective Diagrams

Use color coding: Different colors for different categories
Label everything: Product names, SKUs, quantities
Include measurements: Helps with execution
Show scale: Relative product sizes
Add annotations: Arrows, notes, callouts
Use photographs: Supplement diagrams with photos of completed displays

Executing Planograms in Stores

Pre-work: Ensure products arrive before effective date
Schedule setup: During slow hours or pre-opening
Provide tools: Tape measures, levels, cleaning supplies
Take photos: Before and after for verification
Feedback loop: Store managers report issues or successes
Monitor performance: Track sales in merchandised zones

Maintaining Planogram Compliance

Regular audits: Weekly checks by store managers
Photo documentation: Stores submit compliance photos
Regional manager visits: Verify execution
Adjust as needed: If products unavailable, provide swap options
Communicate changes: Version updates sent to all stores

Measuring Planogram Effectiveness

Zone sales: Compare before/after planogram implementation
Product velocity: Track sell-through rates
Customer engagement: Observe traffic patterns
Staff feedback: Ease of execution and maintenance
A/B testing: Test variations at different stores

Version Control Best Practices

Document changes: Note what changed in each version
Keep archives: Save old versions for reference
Communicate updates: Tell stores what's different
Test first: Try new versions at select stores before full rollout