Press Room

Nielsen Launches First-of-its-Kind Cloud Based Tool, Mobile Shelf Planner

Enabling manufacturers and retailers to resolve shelf space obstacles in real time

Today, Nielsen announced the launch of Mobile Shelf Planner, a first-of-its-kind cloud based tool that will enable FMCG product manufacturers and retailers to create, adjust and execute planograms in real time.  

Global industry body, the Category Management Association (CMA), estimates the typical in-store shelf assortment is missing 28%¹ of the items approved in in HQ planograms and that 50% of approved planograms are not implemented according to their agreed configuration. They also estimate that major range reviews cost US $30-50k per store per year but that 85% of these result in zero or negative sales change¹.  Through Nielsen’s new live planogram service, Mobile Shelf Planner will allow suppliers & retailers to easily adjust their shelf strategy based on what’s happening in the store – by teams located within company headquarters and in the store.  Powered by a tablet or mobile phone, this technology will help discover and deploy the right mix of products on the shelf to grow sales, effectively.

“Historically, shelf planners at a company’s HQ would create a static planogram which  were emailed or posted to the store or intranet to be printed out and implemented by  teams within the store,” says Simon Trott, Nielsen’s assortment & space optimisation leader,   “The trouble with this process is it’s very ‘one-way’ and extremely inefficient to adapt based on actual sales in the local store, particularly as static plans are often used for between 3-24 months.  With Mobile Shelf Planner, you will have access to an easy to use planogram creation and publishing tool, which enables you to create planograms faster and more easily.”

“For Mars Pet, having an integrated planogram solution is critical, as this helps us  increase efficiency and effectiveness of the planogram,” says  Christian Kleissner, Global Category Director Petcare at Mars. “It also allows us to make changes and fine-tune our strategy based on both assortment optimization and space allocation, to ensure we build maximum shopper demand.”

Mobile Shelf Planner is part of Nielsen’s Assortment & Space Optimization (ASO) portfolio, which brings together assortment analytics and space optimization, enabling  FMCG companies to plan and execute a winning shelf strategy. Nielsen ASO helps ensure the right products get the right placement on the shelf to maximize shopper demand.   


¹Source: Category Management Association, CatMan 2.0 Report “Driving Growth in a Shopper-Centric World”, 2016


Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Nielsen Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit