ORGANISATION OF WORK WITH PLANOGRAMS AS A WAY TO IMPROVE THE MERCHANDISING SYSTEM IN MODERN RETAIL
DOI:
https://doi.org/10.32689/2523-4536/78-25Keywords:
merchandising, retail, planogram, display, product category, digital technologies, efficiencyAbstract
The article reveals the features of the structure, processes of creation, implementation and control of planograms, which are an important tool for merchandising in modern trading enterprises. The article identifies the possibilities of influence of planogramming on the processes of presentation of goods in the sales area, optimisation of the sales space, customer behaviour and improvement of economic indicators (in particular, turnover and income) of retail trade enterprises, which ensures increase of their competitiveness in difficult economic conditions. The tasks that are set when working with planograms to achieve a high level of quality of trade services and efficient operation of trade enterprises are investigated. In the process of developing planograms, it is important for retailers to adhere to a number of principles that ensure the sufficiency and visibility of the display, quality product proximity, and consider the specifics of consumer demand and their behaviour in the sales area. The structure and level of detail of the planogram depend on its purpose and the strategy of promotion of goods in a trade enterprise, as well as on the methods of presentation of the product range, which this planogram fixes. The features of different types and kinds of planograms, the possibilities of their application in the sales area of stores and the results of practical implementation in the context of customer interaction with the current product offer are determined. The main stages of the algorithm for developing and implementing planograms in retail are investigated, and the importance and advantages of using modern digital tools used in this process are emphasised. The author has compiled a list of criteria for selecting services to automate the processes of planogramming in retail. A list of software tools that are currently most often used to automate the processes of working with planograms is provided. The functionality of special services for creating and analysing the effectiveness of planograms is described. The methods and means used to control compliance with the planograms approved by the retail network are investigated. It is emphasised that various ways of stimulating store employees have a positive impact on their further performance of duties related to work with planograms.
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