Helping retailers think outside the planogram
As the world’s smallest shopper marketing agency, we’re always trying to reinvent the planogram for our retail clients: the fine art of mastering perfect product placement and staying one step ahead of the competition. This guy seems to have it figured out, and he proves there are endless opportunities if you’re willing to move beyond the shelf and think outside the aisles.
Take a look at what he’s doing in this article from the New York Times. We’re inspired and think you will be too.
“At a time when it can seem as if all retailing is migrating online, many consumer staples still live or die based on their placement in the detailed schematics that stores like Duane Reade use to maximize the profitability of their shelf space. For an upstart brand with no track record, securing any spot in these schematics, or plan-o-grams, as they are known, is difficult. To stake a claim to the prized ground near the registers is all but impossible, akin to a struggling young artist moving his milk crates into a Park Avenue co-op.
Or so it seemed until Jordan Eisenberg came along.
How has he done it? With a simple insight: Mr. Eisenberg realized that while most small brands cannot break into the plan-o-gram, they can persuade retailers to give them access to the unused space in the margins beyond the plan-o-gram. This insight has earned Mr. Eisenberg a reputation as a kind of “store seer,” a master at finding wasted spaces hidden in plain sight. Employing a variety of custom-fabricated display units, the burly former engineering major has designed lazy susan-like trays that spin atop the stanchions of queue lines, racks that hang off the ends of display walls, and oddly shaped shelving units that seem to levitate above sale counters.”
Have a great weekend!