The Tool You’re Looking for is Planogram
Planograms are advanced diagrams that show where products should be placed on store shelves and displays. Their main goal is to improve customer experience and eventually increase sales.
But creating a planogram is just the beginning of this fascinating journey. Testing them will be the most important step you’ll need to make to succeed.
Why You Should Test Planograms?
There are at least a few good reasons why you should try planogram testing in your store or e-commerce:
Improving Sales and Profitability
Testing different planogram arrangements helps identify which configurations lead to the highest sales volume. It’s not just about aesthetics. It’s about understanding your client’s behavior.
Enhancing Shopper Experience
A well-thought-out planogram ensures products are easily accessible and findable. Testing helps create an intuitive shopping experience that can boost your customer satisfaction and their loyalty in the future.
Inventory Management
Effective planograms balance product demand with supply, reducing the chances of overstocking or stockouts. This allows retailers to find the sweet spot for each product’s shelf space.
Market Responsiveness
Consumer trends can change rapidly. By testing planograms on a regular basis, retailers can stay ahead of the competition and stay relevant.
Choosing the Right Planogram Testing Approach
When it comes to testing, there are primarily three methods employed. These include actual in-store testing, on-screen testing, and using virtual reality technology. The last two methods are generally referred to as planograms, distinguishing them from direct shelf testing. The method you select should align with your specific research objectives and needs.
- In-Store Testing: Conducting tests in a real retail environment.
- On-Screen Testing: Simulations conducted on a computer or smartphone.
- Virtual Reality Testing: Utilizing VR technology to simulate store environments and shelf layouts.
How to Test Planograms?
Now let’s explore the steps of the planogram testing process:
Setting Clear Objectives
Begin by clearly defining the goals of the planogram testing. What do you want to achieve or improve through this process?
Designing Planograms According to the Hypothesis
Once your hypothesis is set, move on to creating planograms that align with it. These designs should reflect the assumptions and targets of your theory, setting the stage for testing.
Conducting Field Tests
Implement the designed planograms in a controlled, real-world setting. This step, often called ‘fielding,’ involves setting up the planograms in a live environment to gather useful insights.
Analyzing Data
After the field tests, collect and examine both declarative and behavioral data. This analysis helps to understand how well the planogram influences customer behavior and satisfaction.
Selecting and Scaling the Optimal Planogram
Based on the data analysis, identify the planogram that best meets your goals. Once set, this ideal planogram should be executed across a wider range of stores or sections.
Although most large brands invest in planogram testing, there’s no reason why smaller e-commerce businesses should not take advantage of this tool. The market now offers devices that allow you to check whether the digital shelf in your store is effective and which products attract the most attention from customers. And that’s all at an affordable price.
If you want to learn more about this case, explore the capabilities of the RealEye: https://www.realeye.io/use-cases
