Planimetry

A short
introduction…

When large supermarkets, hypermarkets or

malls decide to facilitate the display of their
products and improve their image, they create
very detailed plans to attract more customers.
Not only plans are relevant here, but also the
ways in which goods are displayed.
The target of planimetry is to create an effec-
tive display to catch the costumer’s attention
and also a way to protect the stock from fur-
ther damage caused by constant movement.

But, what is
planimetry?

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Planimetry is a measuring instrument of plane surfaces used for
planning physical areas because 3D spaces can be represented
in 2D maps. Planogram is a tool used for planimetrics purposes.
Planograms are diagrams of fixtures and products that illustrate
where retail products should be displayed (usually on a store
shelf) in order to maximize customer purchases, shelf space, and
profit margins. A planogram defines products location and their
quantity. It is a schematic plan that shows how and where prod-
ucts should be located specifically on each shelf (Merchandise
Inc., 2013).

Designing a planogram is not an easy task, since there are many

factors involved. Some of these aspects are related to product
distribution, as they are designed to achieve maximum profitabil-
ity with minimum business investment. Additionally, the display
should attract the customers‘attention using exotic forms and
colors.

How do these
aspects work?

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 Visual merchandising

Research studies have shown that shoppers make up to 80% of the

purchase decision right in the store. One of the most important rea-
sons is that consumers have a vague idea of what they want to buy
before ingoing to a store. Others know what they want but don’t
have a specific idea about the brand or style. Other group decides to
buy at the moment they are in front of the product. They are the im-
pulse buyers (Ebster & Garaus, 2011)

Visual Merchandise is a tool to achieve sales, targets and enhance

merchandise on the floor. Also, it is a mechanism to communicate
with customers and influence their decisions to buy. Visual Merchan-
dise uses season based displays to introduce new arrivals to custom-
ers, thus increasing conversions through a planned and systematic
approach by displaying stock available. Additionally, it educates
customers about product or services in an effective and creative way
(Bhalla & S., 2010).

There are many aspects to take into account such as color, signage,
merchandise presentation, and window display among others. It is a
continuous process and it is never over.
Visual Merchandisers can help economies by avoiding costly mistaken,
since an expert can guide to retailers and save time and money. This
guide includes how to make the total area functional. It determines
POP material and the best way to innovate.

In other words, Visual Merchandise is the art and science of applying

effective design ideas in order to increase store traffic and volume of
sales (Bhalla & S., 2010).

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 Figure 1. Example of a Visual Merchandise

Store planning

Distribution of products on shelves must be made in accordance with

the necessities and the stores’ objectives. It means that it changes
permanently. For example, when some products are in sale or to be
liquidated, the store distribution changes and the exhibition area for
this products is expanded.
The space is the most limited and expensive aspect that the establish-
ment has. Therefore, one of the main objectives of a person in charge
is to take full advantage of every square meter in a proper distribu-
tion of products.
It is important that the store’s layout and general appearance work
together to attract customers and motivate them to buy. These as-
pects require promoting the store images and supporting the store
market position. So, in order to organize the store, it is necessary to
consider allocation floor space, product placement, and planning
traffic flow (Equella Pearson, 2011).

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 Traffic Floor
flow space

Product
placement

Figure 2. Aspects for layout stores

Floor space Product placement Traffic flow

This item needs to This variable refers to This factor refers to

consider allocating the commitment with the customer’s
the product in such a manufactures, tracking through the
way that it creates regarding sales store. To analyze if it
harmony between figures for individual has provided
the image store and product, promotions comfort, security and
merchandising pur- and seasonal enough space to
poses. considerations. move comfortably.

According to Madaan (2009), traffic flow may be categorized into

three basic types:

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 Loop or
racetrack
layout
Grid Free Flow-w-
layout layout

Traffic
flow

Grid layout

This organization is common in supermarkets and pharmaceutical

retailers. It consists in a linear system of shelving where fixtures can
be arranged vertically or horizontally for creating aisles through the
store.

Figure 3 Grid layout store design planogram

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It has some advantages and disadvantages:

Advantages Disadvantages

It permits better visibility of The linear pattern is repetitive and

merchandise creates a monotonous environment.

Design and cost are efficient The primary aisles are more exposed
than secondary ones.

It is efficient, convenient, and

strategic

Customer movements can be

tracked with precision and traffic
control can be more effective.

Loop or racetrack layout

Loop or racetrack layout is useful for discount or departmental stores.

They allow shoppers to walk and explore merchandise as they follow
a perimeter traffic aisle.

Figure 4. Loop layout store design planogram

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 Advantages Disadvantages

This design facilitates impulse This layout is costly to design,

buying. The fashion merchandise construct and maintain.
is prominently displayed on
these main aisles.

Free Flow-layout

Free Flow-layouts are very flexible; they create an informal and

friendly environment. Their purpose is to differentiate merchandise
items, product categories and departments. This is used in specialty
stores.

Figure 5. Free flow layout design store planogram

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 Advantages
It motivates shoppers to spend
more time in the store and ex-
plore merchandise.
It generates sales and profits
through impulse shopping.
Disadvantages
The space store has an inefficient
use.
Traffic flow is not smooth and cus-
tomers shopping patterns could be
not predictable.

Designers may combine these layouts for getting a better flexibility or

improving traffic flow. Also, these combinations could improve pro-
ductivity, aesthetics, and visual effectiveness

Now, you have

information to create
the best design for
your own project.

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 References

Bhalla, S., & S., A. (2010). Visual Merchandising. New Delhi: Tata
mcGraw Hill Education Private Limited.

Ebster, C., & Garaus, M. (2011). Store Desisgn and Visual Merchandis-
ing. New York: Business Expert Press.

Equella Pearson. (2011). Recuperado el 04 de 09 de 2013, de

http://tle.tafevc.com.au/toolbox/file/722ad884-81c1-76ff-fe27-
9b9806bafb85/1/314_09.zip/unit_mm/concepts/mmc0104.htm

Madaan, K. (2009). Fundamentals of retailing. New Delhi: Tata

Mcgraw Hill Education Private Limited.

Merchandise Inc. (2013). Recuperado el 04 de 09 de 2013, de http://

www.merchandiseinc.com/company.htm

Images URL

Figure 1. Example of a Visual Merchandise. Retrieved

from, September 4th, 2013: http://images02.olx.com.co/
ui/7/68/99/1367019883_505275999_1-Fotos-de--Consultoria-en-visual-
merchandising.jpg

Figure 3. Grid layout store design planogram. Retrieved from, Sep-

tember 4th, 2013:
http://www.standerschoice.com/ideas/departmentstore.gif
http://www.hypergridbusiness.com/wp-content/uploads/2012/02/Su-
permarket-mock-up-from-Rivers-Run-Red.jpg

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Figure 4. Loop layout store design planogram. Retrieved from, Sep-
tember 4th, 2013:
http://writepass.co.uk/journal/wp-content/uploads/2012/11/grid-lay-
out-or-a-spine-layout.jpg
http://www.thedailystreet.co.uk/wp-content/themes/thedailystreet/
images/2011/05/Drop-Dead-Kingly-Street-Store-Opening-1.jpg

Figure 5. Free flow layout design store planogram. Retrieved from,

September 4th, 2013:
http://0.tqn.com/d/retail/1/0/k/-/-/-/geo.gif
http://www.moodiereport.com/images2/hangzhou_airport_jul2010_
cdf_2.jpg

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