A new tool providing CPG brands with instant access to Tesco planogram data has been launched by leader in customer data science, Dunnhumby and retail technology company, VST.
The ‘Planogram Publisher’, which allows brands to see how their product is displayed in over 3,500 Tesco stores, has been created exclusively as part of the Tesco Media and Insight Platform powered by Dunnhumby.
Marking the first time the Big 4 grocer has made its planogram data available in this way, the publisher promises to deliver significant efficiencies, particularly in field sales activities.
Drawing from over four billion datapoints, the new tool will provide brands featured in Tesco stores with knowledge on the placement of their products and SKU levels across specific categories, store groups and individual locations.
The Planogram Publisher will help brands to maximise shelf experience, decide on the most impactful type of packaging and provide support through the HFSS regulations set to be implemented in October 2023 which will see high in fat, salt or sugar products banned from aisle-ends.
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“Planogram Publisher represents a major evolution in the way that CPG brands can interact and engage with Tesco product location data,” Dunnhumby managing director (Tesco), Dan Hodgkiss said.
“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.”
VST’s CEO, Nick Theodore added: “Most CPGs have more than 250 different planograms associated with their products. 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.”
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