Survey: The five key gaps in retail visual merchandising are…
Planograms are often out of sync with store fixtures and store formats.
That’s according to a report by visual merchandising software provider One Door which, in partnership with Researchscape, surveyed nearly 300 in-store operations leaders, visual merchandisers and space planners.
According to the results, the five key gaps limiting merchandising confidence and precision are as follows:
1. Planograms don’t match store footprints. Forty-eight percent of respondents report that planograms do not match fixture sizes, and 43% report that planograms do not match store format.
2. Planogramming processes are not localized or store-specific. Only 28% of visual merchandisers create planograms for each specific store.
3. Plans are still printed and shipped. Sixty-three percent of respondents said that their planogram materials are physically created and delivered this way.
4. Store teams receive generic information irrelevant to their stores. More than half (56%) of respondents said they must identify the information relevant to their own store.
5. There is no formal approach to capturing store compliance or feedback. Only 15% of respondents use a digital app to communicate compliance or raise concerns, whereas 77% send feedback through email.
One Door advises retailers to take advantage of emerging big data, artificial intelligence (AI), and machine learning technologies to digitize visual merchandising processes from beginning to end. These technologies can equip retailers with capabilities such as directly communicating merchandising directives to stores, targeting merchandising to the exact needs of every customer in every store, and reacting to merchandising events in real time.