Dunnhumby, the retail data science firm owned by Tesco, has linked up with technology company VST to launch a new tool that gives brands instant access to the supermarket’s planogram data.
Available exclusively in the UK as part of the Tesco Media & Insight Platform, the software product enables users to see how their product is displayed across multiple locations and store formats. The Planogram Publisher is said to provide in-depth insights from more than 3,500 Tesco 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,” said 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 across the Tesco store estate, and down to SKU level within specific categories, key store groups, and individual locations.
“Most CPGs have more than 250 different planograms associated with their products,” said 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.”
The firms stated that Planogram Publisher tackles some of the biggest sales and marketing challenges that brands face today – from how to maximise shelf experience, through to which packaging to use to deliver the greatest impact. It is claimed that it will also help brands in navigating the challenges 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,” concluded Hodgkiss.
Tesco launched its Media & Insight Platform, powered by dunnhumby, at the end of last year. It aims to provide suppliers and advertising agencies access to the wealth of customer data it collects through its Clubcard and in-store activities.
NAM Implications:
- The launch marks the first time that Tesco has made its planogram data available in this way.
- Optimisation a no brainer, hopefully.
- i.e. This tool allows brands to analyse the placement of their products
- Across the Tesco store estate
- And down to SKU level within specific categories, key store groups, and individual locations
- Every little helps…
