Store Planograms

Like other retail stores, Apple's stores use a standardized layout of display tables and shelving, each configured with products in standard locations as set out by a headquarters staff of product specialists, marketing execs and designers. These configurations are sent out to each store as planograms, so the store staff can stock the shelves and arrange the display tables according to the standard design.

There is a entire hierarchy of planogram employees responsible for the creating of these documents, including Planogram Manager, Software Planogram Manager and Etc Planogram Manager.

These documents were obtained from a public Web site, and demonstrate the level of details that's necessary to stock the various shelves and arrange the various display tables. The main planogram documents are very complex, multi-sheet Excel spreadsheets containing graphics. They include macros that offer linking from a homepage to the various individual information sheets.

First, Apple's stores are categorized by store width (30', 45', flagship and a few odd-balls), and interior configuration (indicated by a single letter A-Z). The planogram indexes all the store types and sizes on a homepage, with internal spreadsheet links to the various sheets in the document. Here is a portion of the index showing the various 30-foot store categories, and then the various sections of the store within each store category (more categories are "off screen" to the right). Click the graphic for the full-size version (re-size the window in Safari V3.0 to get the larger size).

Second, the planograms set out an identification system for the tables and shelves within each category of store. Each section has a name and/or letter, and an indication of the shelving height (3s, 4s, etc.), as show below. There are several of these diagrams for each store, all focusing on different areas or product types. Here is another sample of the Fifth Avenue (NYC) store, and the second floor of North Michigan Avenue (Chicago).

Next, there are sets of overhead layouts showing what products should be placed on each table, and where other items, such as literature racks, should be placed. Click on the graphic for a full-size version. Some of the letter IDs are mis-aligned in this version and are not visible.

Here is a horizontal view of how the cashwrap position should be arranged for three different store types, including the product literature racks.

This is a section of the diagram that sets out the Apple TV should be arranged on the display table. As you can see, the level of detail is very fine. The small pop-up box notes how the remote control should be placed, exactly three inches from the base of the television.

Here is the standard configuration for a typical wall display shelf, in this the so-called "MacWall3," which is on the left side of the store, the third bay from the front of the store. This particular configuration applies to the 30-foot store categories listed at the bottom of the diagram.

Signage within the store is standardized, as set out in this portion of a spreadsheet page. Notice there are different types of "acrylic" holders, some for "small software" boxes, book holders and "take one" holders. Click for the full-size view.

Here is a section of the iPhone accessories shelving planogram for one store type, showing what products should be placed where. Each square represents a product, with its description and product number. Notice that some stores have fewer shelves, and the planogram sets out which specific products should not be displayed in that case. Click the graphic to view the full-version.

Lastly, here is an example of the connectivity shelving, offering several options for product placement, depending upon how many shelves the store has for the space. There's apparently a strategy on which products are intended for display at all stores, and the location of those products on the shelving. The possibilities seem endless. However, in this case, Monster seems to be the first and second products cut, with Griffin among the second and third products cut. Click the graphic for the full-size version.