dunnhumby and VST launch Planogram Publisher following beta test

VST and dunnhumby have announced the launch of Planogram Publisher - software that makes retailer planogram data accessible to CPG brands.

Planogram data has become increasingly complex as retailers provide more differentiation by store, which means tracking what’s actually happening in stores has become almost impossible for brands.

Whilst brands would have previously made numerous store visits to photograph and analyse what’s in-store, the pandemic stopped this time-consuming and difficult process.

Planogram Publisher will make this data available across more than 3,500 UK stores.

The software, pitched as the first of its kind, gives CPG brands access to share of space reporting and high resolution shelf images of what shoppers would see on shelves.

The aim is to make the complex simple; four billion rows of planogram data, packaged into specific categories, but with the ability to analyse down to a single SKU, cut by individual stores or retailer store groups.

Brands have been using this for making assortment decisions, innovation planning, managing field sales teams, and visualising what shoppers will actually see.

“Most CPGs have more than 250 different planograms associated with their products,” says Nick Theodore, CEO at 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 various sales and marketing challenges from how to maximise at shelf experience through to which packaging to use to deliver the greatest impact.

It has the potential to support brands in navigating changes to store layouts that will occur when the new HFSS regulations come into force in October.

“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.”

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

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