Closing the Gap Between Commercial Plans and What Happens on the Shelf - with Stephanie Lilley of Reckitt

For consumer goods companies, the gap between the commercial plan agreed at head office and what gets executed on the shelf is one of the costliest disconnects in the business — investment goes out against activity that never happens, and revenue never arrives against activity that does.

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In this episode, Stephanie Lilley, VP of Transformation for Europe at Reckitt, examines why rigid rep call cycles and fragmented store-level data keep that gap open, and where AI is starting to close it — from image recognition that verifies in-store compliance to dynamic routing that sends field teams to the stores with the highest return — with host Daniel Faggella, Emerj CEO and Head of Research.

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She outlines the practical shifts underway: from fixed call files toward a mix of core relationship stores and flexible, ROI-driven visits, from full-time field coverage toward crowdsourced compliance checks, and from geography as the deciding factor toward the quality and recency of store-level data.

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Learn how these conversations drive pipeline for AI brands — download our media kit at emerj.com/AD1