The Planogram Performance visualization was created using a combination of advanced techniques including a background image, Web Page object, a URL Action, and Filter Action. Using a Web Page object with a URL Action, it is possible to pass a dimension member into a portion of the Web Object URL in order to update it through clicking. In the case of the Planogram Performance visualization, I would guess that the URL being used is a path to a local image file with the same filename as the dimension member.
For more information on using Web Page objects and URL Actions, I recommend reviewing the following pages from the Tableau Desktop Product Help Library:
Adding Dashboard Objects
Hope this helps!
Since this viz that mokhtar linked to is served up by Tableau Public (without any download link), would it be possible to get the workbook?
While I don't have the ability to download the workbook either, I can post a link to a dashboard which uses the same trick:
What's actually happening here is not related to a URL Action, but is a bit of trickery with a Custom Shapes palette instead. Each image is a custom shape, and a Filter Action on the dashboard is filtering a worksheet that contains only one dimension, placed on the Shapes shelf, with the Custom Shapes palette applied.