Why is Shelf Management (Most Crucial Feature) missing from most Indian CRMs despite it being the most important in FMCG?
As we understand, a fair share of the Indian FMCG market is still your neighborhood grocery stores (or Kiryana as they are called in Hindi). These stores follow a unique store layout with shelves not as well defined as their bigger counterparts like the departmental store or the super markets. This makes shelf management (or organizing shelves as per a defined layout and plan) a very painstaking, resources intensive and costly affair.
Peri CRM is innovating on this front and creating ways within the mobile application to easily and efficiently capture shelves with a lot of other interesting information. Lets look at the key ingredients of managing shelves:
Planogram (POG): A diagram showing how the company’s products ought to be placed on a shelf of particular size to ensure the space looks uniform and attractive, to grab customer attention and push pickup of focus products
Window: The most granular unit to measure the allocated space on a shelf. Its typically 1 feet by 1 feet and each brand gets xx windows within a particular category of product (say chocolates) depending upon the demand, relationship with the retailer and display fees a brand is ready to pay.
Displays: Print or digital materials to highlight a window and maximize the benefits of a planogram. These could be window decals, hanging displays, fins and jut-outs and digital displays.
Shelf management is a science in the retail world and alot of innovation, improvisation is required in a country like India.
Stay tuned to this section and our blog for more updates.