Over the past two decades, the value of shared data at the retailer-CPG interface has been proven time and again. Data-driven retailers consistently outperform their peers, leveraging transactional, customer, and inventory data to make smarter decisions across their value chain.

‍

On the supplier side, CPGs that effectively utilize data from their retail partners achieve better execution in-store, translating into measurable sales growth and operational efficiency. Winning CPGs (those growing faster than their competitors) are 2.2X more likely to use store-level insights according to research by McKinsey.

‍

‍

However, those store-level insights have not been made available from retailers for brands in the past leaving a gap in the data-driven category management process.

‍

Despite its importance, planogram data is rarely shared between retailers and their supplier partners. This leaves significant untapped potential for both sides. In today’s world — where individual store-level planograms are designed based on localized shopper insights and can change week to week (from store allocations, to product / assortment / space changes) — this data is the key to unlocking better execution, increased efficiency, and stronger sales growth.

‍

The Hidden Value in Planogram Data

For most retailers, planogram data has been a hidden asset. But when shared in a consistent data model to create shelf visuals, planogram analytics, and store mapping, it transforms into:

1. A new revenue stream: Generate $millions in additional vendor funding by sharing a high-value, hard-to-get dataset,
2. Accelerated innovation: Suppliers can use this data for faster and more effective testing of new products, layouts, and promotions.
3. Enhanced retail media integration: Planogram data sets the stage for highly targeted retail media campaigns, aligning shelf space with shopper marketing strategies.
4. Infrastructure for AI capabilities: Building predictive analytics from a consistent data model

‍

This is where retailers can (and are) starting to leverage their competitive advantage.

There are a number of reasons why retailers haven’t shared this previously.

‍

1. Planogram software systems were not designed for category management collaboration — These systems often contain sensitive information such as margin data making it challenging to extract and share only what’s relevant for suppliers.
2. The complexity of the data — With thousands of plans multiplied by stores, products, and dimensions, planogram data can easily grow into billions of rows. Managing and updating this at the frequency required — daily or weekly — demands the advanced computing power of modern cloud-based infrastructure.
3. There hasn’t been a better alternative — Retailer teams either get overwhelmed in tactical requests from suppliers, or simply opt to withhold the data altogether.

‍

By addressing these challenges, VST provides retailers with a secure, scalable, and effortless way to share planogram data — unlocking its full potential for mutual benefit.

‍

Tesco: Leading the Way in Planogram Data Sharing

Tesco, widely recognized as a pioneer in leveraging and sharing data, has taken the lead in the industry by partnering with dunnhumby and VST to systematically share store-level planogram data with their supplier partners.

This forward-thinking approach is driving better collaboration with CPGs by enabling them to:

• See shelves as your shoppers do, with high-resolution shelf images, for any store
• Perform deeper store-back analysis to identify actionable opportunities.
• Make data-driven recommendations that improve execution and shelf performance.
• Reduce inefficiencies and costs related to manual store visits by relying on accurate, real-time planogram data.
• Innovate faster by testing and optimizing in-store activations with greater precision.
• Secure more CPG resource by starting with an agreed-upon transparent dataset
• Support JBPs by working together to improve the category

On top of this, the commitment to the data layer provides even further opportunities for the future.

‍

The Future: AI and GenAI Opportunities

As AI and generative AI technologies continue to reshape retail, planogram data will serve as critical infrastructure. Imagine automated systems that:

• Predict optimal shelf layouts and space dynamically based on sales trends, weather, and promotions, even down to time of day.
• Generate hyper-localized recommendations tailored to individual store demographics.
• Test and iterate layouts in virtual environments before implementing them in physical stores.

Retailers who unlock the potential of planogram data with their CPG partners will be positioned to win in the future, leveraging cutting-edge AI tools for competitive advantage.

‍

What Next?

Retailers that partner with VST to systematically share their planogram data with suppliers will unlock immediate value while laying the foundation for future innovation. The IT integration with your existing planogram system is seamless — we guide you through setting up the data feed, and from there, we handle the rest.

To learn more about how to unlock the value in your planogram data, contact Nick at VST (nick@storetrials.com).

‍