With increased competition from a brand standpoint in most retail categories, a productive shelf has never been more critical at retail. This updated planogram is an electronic file, showing the shelf or retail environment as a flat, two-dimension image.īut what really happens to the planogram, the fruit of all this labor? Once the stores use it to set their shelves, the planogram tends to end up in a file and perhaps dusted off and used as a starting point when the next Line Review is put on the calendar.However, the opportunity to make any changes to the shelf displays usually has to wait until a new planogram is developed during the next planning cycle.In a way, it’s a rather two-dimensional static planning process that repeats itself season after season and year after year.
Over the course of a week or several weeks, after meeting with numerous manufacturers, the Retailer modifies their planogram for a particular product category in order to deliver what they feel will be the best use of shelf space. Line Review meetings are delivered in person, generally via PowerPoint, with new item sample boxes nicely displayed on the table to showcase the latest and greatest from the manufacturer. The ultimate goal of the Line Review process is to deliver winning planograms – detailed visual ‘maps’ showing where products will be displayed on retail shelves – which create an optimal experience for the shopper and drive sales and profits over and above category targets. The Line Review Cycle is the annual process by which product manufacturers pitch retailers on “why our products should be sold on your shelves.” This annual process has been the standard in the retail industry for decades and could be considered a necessary evil by retailers and packaged goods manufacturers alike.
Architecture, Engineering & Construction.
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