VST Teams with dunnhumby for Planogram Software Launch

Retail data and research firms dunnhumby and VST (Virtual Store Trials) have teamed up to launch 'Planogram Publisher', which promises to make retailer Tesco's planogram data accessible to CPG brands.

The partners say tracking what's actually happening in stores has become 'almost impossible' for CPG brands as data available becomes more complex: and the pandemic has called a halt to the time-consuming practice of visiting stores to photograph and analyse shelves. The new service will make data from more than 3,500 UK stores available, including share of space reporting and high-resolution images of what shoppers would see on shelves. It includes 'four billion rows of planogram data', packaged into specific categories, and allows users to drill down to a single SKU, cut by individual stores or retailer store groups.

Uses will range from calculating how to optimise the at-shelf experience through to deciding which packaging will deliver the greatest impact. With new HFSS regulations come into force in October, the partners say there will be particular need for help.

Nick Theodore, CEO of VST and a former dunnhumby exec, comments: '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'. Dan Hodgkiss, Managing Director (Tesco) at dunnhumby says the software marks 'a major evolution in the way that CPG brands can interact and engage with Tesco product location data', and has already enjoyed a highly successful beta test with four leading CPG brands.

The launch builds on previous work byLondon-based VST, which unveiled its own Planogram Visualizer tool a year ago. The firm also offers software products for shelf and pack testing, macro-space optimization, and planogram collaboration. Data science pioneer dunnhumby employs over 2,500 experts in offices throughout Europe, Asia, Africa, and the Americas, and operates the Tesco Media & Insight Platform in partnership with its parent the UK's largest grocery retailer Tesco.

Web sites: www.dunnhumby.com and www.storetrials.com .