Planogram(POG)

A planogram (or POG) is the retailer-approved schematic showing exactly which products go on which shelf in which configuration, store-by-store. It is the source of truth for how the section is built.

Retailers reset planograms on a regular cadence (twice a year for most large chains, quarterly for some categories). Between resets, the planogram is essentially locked. A brand getting new authorization at the next reset will negotiate against the existing planogram weeks before, fighting for facings, eye-level placement, and adjacency to category leaders.

Facings are the number of front-facing units a SKU gets. More facings means more visual share-of-shelf and (in most cases) faster velocity. Two facings is the practical minimum for a national brand SKU; one facing is "fighting for relevance."

Endcaps, side stacks, and shipper displays are off-planogram placements that retailers sell separately, often via the brand's trade marketing budget.

The planogrammer at the retailer (or at the brand's category captain) is the person who actually draws the POG in software like JDA Space Planning. Befriending them is one of the under-recognized commercial advantages a Senior National Account Manager can build.

Roles where this matters: Sales, Category Management, Trade Marketing, Field Sales.