What Does POG Mean in Retail? A Simple Guide for CPG and Retail Brands
- Lauren Ridgley
- 3 days ago
- 5 min read
If you're a brand manager or CPG marketer, you’ve probably heard “POG” tossed around in retail conversations. Maybe you nodded along, hoping context would fill in the blanks.
Let’s clear it up.
POG stands for Planogram — a visual blueprint that shows exactly where each product should be placed on store shelves. Think of it as a floor plan for your space at shelf. It’s a retail fundamental that can significantly influence your brand’s in-store performance.
Why POGs Matter More Than You Think
Retail space is incredibly valuable. Every inch of shelf real estate affects what customers see, what they buy, and ultimately, your sales.
Visibility drives conversion. Where your product sits influences how likely shoppers are to notice and purchase it. Eye-level shelves, high-traffic positions, and well-blocked brand sets generally perform better because they align with natural shopper behavior.
Consistency builds trust. When your brand is presented consistently across hundreds of locations, you reinforce recognition and make the shopping experience more intuitive. Customers learn where to find you — and habits drive repeat purchases.
Data informs better decisions. Modern planograms are built using sales data, shopper behavior insights, and category performance trends. It’s not about placing products where you hope they’ll sell — it’s about placing them where the data shows they will sell.
Types of POGs You’ll Encounter
Not all planograms serve the same purpose. Understanding the differences helps you participate more strategically in retail conversations.
Category POGs Cover an entire category (e.g., snacks, beverages, personal care). These determine the macro layout and how much space each segment receives.
Brand block POGs Group all your brand’s products together. Great for families of SKUs that benefit from strong brand blocking and visual impact.
Cross-merchandising POGs Place complementary products near each other — chips with dips, razors with shaving cream. These are designed to encourage attachment sales.
Promotional POGs Outline temporary displays like endcaps, shippers, or seasonal placements. High-impact, limited-duration, and often tied to trade programs.
The Science Behind Effective POGs
Planograms aren’t just visual aids — they’re built on retail science and shopper behavior.
The “Golden Zone” Products placed from waist to eye level typically see the strongest conversion because these areas align with natural sightlines and reach.
Shopper flow matters. Shoppers tend to follow predictable traffic patterns. In many U.S. stores, customers move counterclockwise and read shelves left to right. Planograms are built around these tendencies to maximize exposure.
Visual contrast counts. Packaging colors and blocking strategies influence what shoppers notice first. Contrasting colors or strong brand blocks help products stand out at shelf.
How POGs Influence Your Sales Strategy
Understanding planograms isn’t just retail theory — it has direct, practical implications for your brand.
Stronger conversations with buyers. When you can speak to category flow, competitive placement, and shelf optimization, you move from asking for space to recommending strategies that grow the full category.
More informed product launches. A well-thought-out planogram position reduces risk for retailers and increases your odds of landing new SKUs or expanding your block.
Smarter trade investments.
Knowing how shelf placement influences velocity helps you allocate trade dollars more strategically — not just buying space, but buying impact.
Better performance tracking. Planograms give you a baseline for evaluating drops or gains. If velocity changes, checking POG compliance is often the first diagnostic step.
Common POG Mistakes That Kill Sales
Even great brands misstep when it comes to planograms. Avoid these pitfalls:
Ignoring store formats. What works in mass retail won’t translate directly to convenience, club, or drug. Tailor your recommendations to each retailer’s environment.
Thinking only about your brand.
Buyers care about category growth. Position your requests in terms of how the entire category benefits.
Staying static.
Categories evolve. Shopper behavior shifts. Competitors launch new products. Planograms should be revisited regularly.
Poor communication with stores.
Even the best POGs fail if they’re unclear or impractical. Clarity, simplicity, and strong retailer partnership are essential.
Getting Started with POGs
If you’re newer to planogram strategy, here’s where to begin:
Start with data. Pull sales performance, velocity, and category insights. Most retailers share this with top suppliers — ask for it.
Study high-performing sets. Look at strong categories in your retail targets. What patterns do you see? How are products grouped?
Think like a shopper. Walk the aisle. Observe what stands out and what doesn’t. Identify pain points and opportunities.
Test small changes. Pilot adjustments through promotions, displays, or small layout tests to build credibility.
Build strong relationships. Store teams and merchandisers are invaluable. They know what works at the ground level and can offer insights you’d never see in data alone.
The Technology Factor
Today’s planograms are increasingly powered by advanced tools:
POG automation software that analyzes massive datasets to optimize shelf layouts
Space planning tools that test thousands of configurations in minutes
Real-time data integration that updates planograms based on sales and inventory
Mobile execution platforms for store teams, complete with photos and guided instructions
Understanding these tools helps you better interpret retailer decisions and collaborate more effectively.
Making POGs Work for Your Brand
The most successful CPG brands see planograms as strategic assets — not administrative requirements. They use POGs to improve shopper experience, strengthen retailer relationships, and drive sustainable growth.
At the end of the day, POGs aren’t just about where your products sit. They’re about guiding shoppers, improving category performance, and building brand consistency across every store.
Start with data, think like a shopper, and collaborate closely with your retail partners. Master these fundamentals, and planograms become a powerful tool in your retail growth strategy.
At Left Hand Agency, we help CPG brands grow by making people remember you and buy you. We believe in marketing science over BS dashboards—and in incrementality over velocity. Because moving faster isn’t growth if you’re just running in circles.
References: