Mid Market Brands: Planogram Compliance Will Make or Break You
In the bustling consumer packaged goods (CPG) world, planogram placement and compliance are top priorities for Canadian CPG brands. For B-brands, it’s a make-or-break scenario. Imagine investing considerable resources to get your product listed in a major retailer, only to find it’s been placed where it shouldn’t be—maybe shoved onto a bottom shelf, languishing in the shadows of more dominant brands. Ouch. That’s like paying for a gourmet dinner and being fed table scraps for the money.
The costs associated with getting listed and placed on retail shelves for B-brands can be significant. Every dollar counts, from marketing campaigns to promotional materials, and the stakes are higher than ever. The issue is that these dollars can evaporate quickly if your product isn’t displayed prominently—because if customers can’t see your item, they can’t buy it.
One of the most common ways retailers can fail a B-brand on planogram compliance is through poor adherence to the agreed planograms. Retailers can overlook count resets during seasonal changes or unwittingly follow outdated layout plans. Have you ever walked into a store and thought, “These cereals are competing hard on this shelf?” In B-brand terms, that’s a retail civil war that most customers are unaware of.
The only way to honestly know what’s going on in-store is to have boots on the ground. That’s where retail merchandising support comes in. Having a solid retail partner can save you from the headaches of compliance tracking while providing crucial insights into your product placement. You can target key locations if you can’t afford to check every retail location.
In the CPG game, focus is everything. Concentrating your efforts on a handful of strategic locations can ensure that your brand shines.
This is another way that retail merchandising partners are valuable assets. They assist with in-store compliance and maintain relationships with store managers and staff, ensuring your brand gets the attention it deserves. They can help uncover valuable insights about optimizing shelf space and executing effective point-of-sale strategies—all without requiring a massive in-house effort.
So, please don’t sit back and hope for the best when it comes to planogram compliance. Engage with your merchandising partner, invest in strategic oversight, and ensure your brand gets the shelf presence it needs to thrive and that you likely paid for. You’ll significantly improve your retail sales and chance for success in a competitive marketplace.
For more information about planogram compliance planning and support, visit www.marketsupport.ca.
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