Inside Tesco’s Approach to Planogram Data - and What It Means for CPGs

Category management is at a crossroads. For suppliers, the day-to-day reality is messy - too much data, not enough clarity, and a constant battle to align shopper needs, retailer expectations, and operational realities. For retailers like Tesco, the challenge is harnessing that data to shape the shelf of the future.
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In this episode of Category Management with dunnhumby, we heard from both sides: Danone and Reckitt on what life is really like for category managers, and Tesco’s commercial leaders on what they expect from suppliers, and how tools like VST’s Planogram Publisher are changing the game.

What category managers are up against

Helena (Danone) and Andrew (Reckitt) painted a familiar picture:
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• Too much data, not enough clarity.
  “We use data day-in, day-out, but often the challenge is finding the piece that really matters for category growth.” — Andrew
  
  
• The fixture is make-or-break.
  “The shelf is where decisions are made. If the shopper can’t find what they need easily, they’ll walk away.” — Helena
  
  
• Old tools created blind spots.
  “We used to rely on PDFs or store photos. You could spend hours optimising, but only for 20% of stores.” — Andrew
  
  

For CPGs, “best-in-class” category management means putting the shopper first, aligning with retailer strategy, and ensuring fixtures work in the real world - for shoppers, store colleagues, and online pickers alike.

Tesco’s view: One truth, forward-looking

Tesco’s David Beardmore (Impulse Category Director) and Tommy Mair (Category Buying Manager, Beauty & Personal Care) set out what separates good from great.
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• Forward-looking insight matters most.
  “Our data is best-in-class at looking backwards. What I want from suppliers is what the next one to three years looks like.” — David
  
  
• Nuance by category is essential.
  “The way we trade skincare is very different to baked beans. Category management has to respect those differences.” — Tommy
  
  
• Execution is non-negotiable.
  Planogram Publisher gives Tesco and its suppliers “one version of the truth” — a shared reality of what’s on shelf across clusters and formats, removing wasted time and misalignment.

How Planogram Publisher Is Changing the Game

For suppliers:

• Danone: “We’re now talking one truth with Tesco… it builds credibility and alignment from the start.”
• Reckitt: “We can now optimise all stores, not just a small cluster.”
  
  

For Tesco:

• Faster reviews and fewer manual requests.
• Clearer collaboration with suppliers.
• A stronger focus on future optimisation rather than firefighting the present.
  
  

What It Means for CPGs

Tesco doesn’t just want data dumps. They want:

1. Foresight. Scenario planning and long-term category growth opportunities.
2. Fixture credibility. Recommendations grounded in real shelf execution.
3. Clarity. One truth, shared by Tesco and suppliers, to accelerate decision-making.
   
   

As Tommy summed up:

“Be honest about why you’re doing things. If it’s education, make it brilliant. If it’s about volume, prioritise that. What matters is that it makes sense for customers and drives long-term growth.”

The Bottom Line

Planogram data has moved from an overlooked file in a back office to a strategic lever for collaboration between retailers and suppliers to drive category growth..

For CPGs, the message is clear: those who can combine shopper-first insight, category nuance, and execution credibility will be the ones who win with Tesco.
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Listen to the full podcast to learn more.