Planograms 101: What They Are and Why They’re Important for Your Brand

As a brand owner selling your retail product in brick and mortar stores, you may be familiar with the word planogram, sometimes referred to as POG. In the retail business, planogram is the term retailers use to describe the merchandising plan for the layout of the store. 

So how do planograms work? The official definition of a planogram is a schematic drawing or plan for displaying merchandise so as to maximize sales. It can be a diagram or model that indicates the placement of retail products on shelves, as well as the layout for the entire store. Here is an example of a planogram showing a store’s layout.

The purpose of planograms is to help keep stores efficient. Smaller stores like boutiques, and local or gourmet shops use them to maximize their selling space. And most large retailers utilize them as well. According to an article on The Balance Small Business, the largest U.S. retail chains like Walmart, Costco, Kroger, and Target, use planograms in merchandising to create consistency between store locations, improve visual appeal, and promote product pairing suggestions. They can also help retailers determine how much inventory they will need for each product. There are numerous benefits of planograms. Here is an example of a planogram showing the layout of one set of shelves.

Regardless of the size of the store, retail shelf space is limited and as such a planogram is useful to plan out and maximize space. But a planogram’s ultimate goal is to help the store drive sales. 

Planning for Planograms

So, why should you as a brand owner care about planograms?

Knowing what planograms are and how they work can help you understand the part packaging plays in where things end up getting placed on the retail shelf. Since planograms help retailers maximize shelf space and draw consumers in, it makes sense that a more eye-catching, functional package could find its way to a more visible place on shelves. 

So when designing your package, consider the merchandising plan for the store and how your package’s design, colour, size, and overall appeal can play a role in where it’s placed and thus what shoppers notice. That’s why the right materials and the right printing process is so important. You’ll want a quality package that consumers cannot help but notice, and in a package that feels good in their hands, while offering the functionality consumers crave. 

Also, as you create your next package, consider how much shelf space your packaging is taking up. Boxes and jars can be bulky and take up more than their share of valuable shelf space. But if your product is sold in a stand up pouch, for example, it will fit nicely on the shelf and stand on its own.  And since pouches take up less space on shelf than rigid containers, retailers can fit more of your product in the same space. 

A Packaging Partner for Your Planogram Goals

Knowing what is a planogram merchandiser and how retailers use them is essential to creating packaging for brick and mortar stores. Understanding why retailers place products where they do can help you get a sense of what makes a great package. Knowing where your product is on shelf could even encourage you to re-think the logo placement, size of type, or colours, in order to increase shelf appeal. Keep in mind that since retail space is limited in stores of any size, having a package that doesn’t take up a ton of space is an important consideration. Are you thinking about how digitally printed custom pouches can help you stand out on busy store shelves? At ePac, we partner with brands of all sizes to create the best bags and pouches for your project, and they are always digitally printed, using high-quality films with photo-like images. Want to learn more? Call us today for a free quote.

Adding Value to Flexible Packaging Through High-Impact Graphics

Package design is the first thing consumers notice about your product. Design has the power to draw consumers in, get them to pick the product up and even make a purchase. Several design themes seem to do the trick, from bright and bold, to purposeful and minimal, as well as realistic depictions of the product inside. One thing is clear, high-impact graphics add value to all packaging, especially in the flexible space.

Most consumer markets have seen a saturation in flexible package options, from cleaning products to baby food, soups, sauces, and even automotive items. Flexible is everywhere, and consumers are drawn to the aesthetics and functionality of pouches. According to the Flexible Packaging Association (FPA), in a Harris Poll survey, approximately 60% of consumer respondents said they would be willing to pay more for the tangible, functional packaging benefits that flexible offers. What’s more, is that 80% of brand owners in the 2015 Packaging World survey commissioned by FPA agree that packaging attributes have an influence on a brand’s value. When assessing flexible packaging, brand owners said the top attributes include an enhanced brand image and differentiation on the shelf.

In a sea of flexible packaging options, design and functionality play a huge role in setting brands and products apart. Realistic, clear, and informative graphics can tell consumers what’s inside the package without them having to read a word. Graphics and design can also relay key messages like sustainable, healthy, organic, and natural. The right graphics tell a story and relay brand messaging quickly, minimizing the decision time consumers face when making purchases.

The right graphics can also elevate a brand from good to great and from attractive to show-stopping. How? Digital printing on flexible pouches adds the bright, vibrant, and precise graphics that practically call consumers to reach out and touch them. The quality of graphics exceeds that of conventional printing methods, is capable of matching existing product lines, and registers perfectly for every image printed. This technology allows for unparalleled graphics with quick turn-around and low minimum orders.

It isn’t just consumers that are drawn to flexible, today’s CPG brands are turning to flexible to deliver a better package experience to consumers. They’re also looking to add a variety of products to their existing line-ups to offer consumers a little bit of everything. With brand owners adding more SKUs, this means more package sizes, designs, and formats to package each one. Our digital printing services allow for short runs and quick turnarounds that are necessary for today’s competitive CPG landscape.

At ePac, we partner with you to create that unique and eye-catching design you want for your brand. Our wide-web digital printing technology gives you the freedom of personalization for customized flexible packaging and messaging for your brand to reach target markets. Digital printing saves money, allows you to hold less inventory, and delivers fast, quality work. Let us show you that high-impact graphics on flexible packaging can bring your brand into consumers’ focus and create a lasting impact.

You Can Get the Flexible Packaging Graphics You Want—Digitally

If you’re a brand owner looking to harness the advantages of flexible packaging, the promise of efficient short runs and quick delivery are attractive incentives. By now you’ve learned that ePac Flexible Packaging offers short- to medium-run length orders, and 10-day turnaround for your finished pouches or roll stock, using the latest wide-web digital printing technology – the HP Indigo 20000. With locations throughout the United States; ePac’s offices in Boulder, Madison, Miami, Chicago, Austin, Atlanta, and Los Angeles are open to serve local and regional brands of all sizes.

However, you might be concerned about the quality of graphics rendered with digital printing—especially if this is your first experience with the technology. Colours, copy crispness and the overall look and feel of the flexible packaging are paramount for your brand. You appreciate the workflow efficiencies, but will digital technology give you the print quality you want?

HP Graphics Capabilities

HP Indigo is the only digital colour printing process that matches gravure printing. The 20000 delivers true high-definition printing and perfect registration. Worried about your strict brand colour needs? The 20000 uses seven ink stations and a colour gamut that reaches up to 97% of PANTONE® colours. You will be able to emulate PANTONE® colours on press with CMYK, or by using HP IndiChrome’s 6 or 7-colour process. True spot colours can be ordered from the HP IndiChrome Ink Mixing Service for outstanding Pantone-approved solids.

HP Indigo digital printing has been adopted by some of the world’s leading flexible packaging converters. It’s the choice of brands such as Coca-Cola, Frito Lay, and Nestle for its print quality and ability to customize.

HP Indigo digital printing can address SKU diversity and seasonal redesigns, as well as deploying mass customization and personalization for campaigns that boost sales and brand loyalty. Variable-data capabilities include unlimited designs, barcodes, text, images, and security features.

Does your design incorporate white ink, or do you wish it could? HP Indigo ElectroInk Premium White is a versatile, opaque white, delivering up to silkscreen white opacity in a single print process with a thin white layer, fully dried and cured on impact.

Uniformity Nationwide

There’s another advantage to ePac’s service delivery model that you should consider. It is the only flexible packaging company in North America built entirely around the HP Indigo 20000 Digital Press. All of the company’s locations feature the same equipment and processes. That means that your flexible packaging will look the same no matter where it’s printed. You can upload your artwork to any ePac location, and the resulting flexible packaging will look the same—a major advantage over analog printing, where every press must be fingerprinted, and each press is different.

There is huge pressure on brand owners to go to market with an increasing number of short runs, SKUs and quick turnarounds—with reliable print quality. Flexible packaging suppliers must adapt to meet these evolving needs. But you can count on the graphic quality your brand needs, with digital printing.