Dermalogica’s Revolution: Cutting Planogram Time from 80% to 25%

Behind every flawless in-store display is a dedicated expert ensuring every product looks its best while staying true to the brand’s identity. Francesca Elston, Visual Merchandising Manager for Dermalogica UK & Ireland, plays this pivotal role. From crafting detailed planograms to collaborating with sales teams and retailers, Francesca ensures Dermalogica’s values of precision, consistency, and professionalism shine through in every store.

Her role is a perfect blend of strategy, creativity, and operational expertise. By bridging these elements, Francesca doesn’t just manage displays—she elevates the entire in-store experience, creating an environment where Dermalogica products can connect with customers in meaningful ways.

In this interview, Francesca shares how digitizing the Planogram process has transformed her workflows, reduced time-consuming tasks, and enabled her to focus on delivering exceptional results.

Q: Can you introduce yourself and your role at Dermalogica?

A: “I’m Francesca Elston, the Visual Merchandising Manager for Dermalogica in the UK and Ireland.” 

Q: What was life like before you started using IWD tools?

A: “I was spending 80% of my time doing planograms in a different software, which took ages because I would manually have to name the products next to images. As the only member of the Visual Merchandising team, this stopped me from doing other important tasks like strategy development and store visits. There was also uncertainty of the accuracy of the dimensions, so in reality when the team were merchandising, it was not what was on the plan, therefore causing confusion.”

Q: How has IWD changed your day-to-day tasks?

A: “I create planograms for the sales team to implement and to also send to retailers, so that they can order the stock for their stores. Things are a lot clearer for them now. I have added the product codes, barcodes and price to each product, so that when they open the excel it is clear for them to see what has been ordered.”

Q: How is your relationship with IWD team: 

A: “The team are great and always there to answer any questions in a timely manner.”

Q: What are the biggest benefits you’ve noticed since implementing IWD?

A: “Time spent doing planograms has dropped dramatically, from 80% of my time to 25% and making updates are quick and easy to do. Other countries in the business have taken an interest and would like to implement it in their countries too.”

Francesca Elston’s experience highlights the transformative impact of innovative tools on retail workflows. By reducing time spent on manual tasks, improving accuracy, and creating clearer communication between teams and retail partners, IWD has empowered Dermalogica to streamline operations and focus on what truly matters—delivering exceptional customer experiences.

The newfound efficiency has not only improved Francesca’s day-to-day tasks but has also caught the attention of Dermalogica teams worldwide, sparking interest in adopting IWD tools across other regions.

Dermalogica’s story is a testament to how the right tools can drive innovation, enhance collaboration, and set the stage for long-term success in the ever-evolving world of retail.