Johnson Home Hygiene

Merchandising
Guideline

This merchandising guideline is a strategic playbook for building brand presence and driving conversion in-store. It focuses on understanding how shopper traffic flows, how people move, pause, interact, and decide. So Johnson Home Hygiene Products (JHHP) can be positioned to meet them at every stage of their journey.

Johnson Home Hygiene guideline content preview

Concept

This guide divides the store into three key zones, each representing a critical phase in the shopper's journey:

Zone 0 Attracting:

Before entrance.
The awareness stage.
Here, visibility is everything. The focus is on large-format POSM like standees, outdoor banners, and entrance toppers that draw shoppers in and create brand recall before they even enter.

Zone 1 Interacting:

Before the regular shelf.
The engagement zone, typically near aisles, promotional displays, or end caps, tactical use of POSM such as headers, dividers, and interactive elements can stimulate curiosity and provide education. It's about building interest before the shelf.

Zone 2 Acting: At the shelf...

The purchase point.
This section emphasizes planogram strategy; how products are organized by subcategory, usage, or format to make the decision easy and intuitive. Clean layout, premium blocking, and informative POSM support conversion at the final moment.

The layout of this portfolio details strategies for each zone, showing how and where to apply specific POSM, and includes visual planograms to guide execution with precision. From visibility and engagement to shelf conversion, each page is designed to help teams implement consistent, high-impact merchandising that drives shopper action.

With this guideline, JHHP brands can own every part of the store by aligning placement, message, and design with the natural rhythm of how people shop.