New tool from dunnhumby and VST gives brands instant access to Tesco planogram publisher

dunnhumby – a global leader in customer data science – and retail technology company VST have today announced the recent launch of Planogram Publisher, a consumer-packaged goods (CPG)-focused software product available exclusively in the UK as part of Tesco Media & Insight Platform powered by dunnhumby.

The tool, which provides CPG brands with instant access to Tesco planogram data, enables users to see how their product is displayed across multiple locations and store formats. Covering the Tesco store network across the UK, Planogram Publisher will provide in-depth insights from more than 3,500 stores and promises to deliver significant efficiencies especially in field sales activities.

Planogram Publisher represents a major evolution in the way that CPG brands can interact and engage with Tesco product location data,” says Dan Hodgkiss, Managing Director (Tesco) at dunnhumby. “The insights it provides will help sales teams make smarter, faster, and better-informed decisions about their product portfolio using rich and reliable data taken straight from the source.”

The launch marks the first time that Tesco has made its planogram data available in this way. Drawing from more than four billion different datapoints, Planogram Publisher allows brands to analyse the placement of their products both across the Tesco store estate, and down to SKU level within specific categories, key store groups, and individual locations. 

An example of a soft drinks planogram visual

“Most CPGs have more than 250 different planograms associated with their products,” says Nick Theodore, CEO of VST. “Previously, the only way to understand how those products were positioned within Tesco stores was to send out field sales representatives to photograph and analyse different layouts. Planogram Publisher gives them more of the information they need, without having to rely on those slow and disruptive visits.”

Planogram Publisher tackles some of the biggest sales and marketing challenges that brands face today – from how to maximise at shelf experience through to which packaging to use to deliver the greatest impact. It will also support brands in navigating the challenges and opportunities posed by changes to store layouts that will occur when the new HFSS regulations come into force in October. 

“After a highly successful beta test with four leading CPG brands, we’re all excited to see Planogram Publisher in action across the industry,” concludes Hodgkiss.