The Importance of Effective Planogramming for Online Retailers

Effective planogramming is crucial for online retailers to maximize sales in the floor care category. Retailers that are dedicated to this category know that finding enough shelf space is key. Typically, these retailers carry about 20 to 30 uprights in price points that cater to a wide range of consumers. To make sure customers can easily find what they're looking for, on well-lit displays with clearly marked price cards are essential.

In-store experience plays a significant role in driving sales. Retailers like Target place uprights at eye level, making it easy for customers to browse and compare products. Lighting also plays a crucial part in the display process, as it does with mass merchandise retailers.

Inside the section, the uprights are lined up from soft- sided models in the opening price points all the way through to higher-priced models. This creates an inviting atmosphere that draws consumers into the entire floor care category.

Endcap displays can also be effective in drawing customers into the store. For example, consumer electronics retailer Best Buy pulls the floor care category out onto the aisle and sets up an endcap display from the main floor care section. This constant stream of messaging - in ads, over the internet, on television, and in-store signage - reinforces the importance of technology, innovation, performance, or convenience.

To make sure this message is consistent across all channels, retailers and manufacturers must work together to create a cohesive marketing strategy. The manufacturer sees the technology statement on television, then walks into the store and sees it on an endcap, which reinforces the message.

Retailers that are gaining share have been making a statement about floor care technology in their ads, according to Keith Moone, vice president of sales at Royal Appliance. Advertising the category's technology is a sure way of bolstering sales of uprights, regardless of channel.

On the flip side, vacuum makers are simultaneously exploring meaningful ways to support and sell their products. Meanwhile, the industry faces channels of distribution that continue to evolve and increasingly include retailers selling product online.

To maximize sales in the floor care category, retailers must focus on product placement and signage while the vacuum maker bears the burden of creating engaging marketing campaigns. Retailers that stay centered on merchandising become critical to the success of any floor care category.

The successful merchandising of uprights requires that retailers spend more time strategizing their planogram and honing their in-store experience. With a complex category like floor care, which offers a breadth of products supported by powerhouse brand names, effective planogramming is key to driving sales.

By creating a strong in-store experience through effective planogramming, signage, and product placement, retailers can maximize sales and drive customer engagement in the floor care category.

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