Every year CPG brands invest billions in trade promotions, seasonal activations and retail execution programmes. The plans are sophisticated. The field teams are talented. But most brands still can't answer the one question that decides whether that investment pays off: did what we planned actually happen in-store? Our new strategic guide, Retail Execution Intelligence, shows commercial leaders exactly how to close the gap between commercial strategy and in-store reality, and it's free to download.

The gap is measurable, and it's costing revenue

Out-of-stock rates in CPG sit stubbornly at 8–10%. Promotional compliance in large-format retail rarely exceeds 80%, and it's worse in convenience. Worst of all, the average lag between an execution failure happening and the commercial team responding is four to six weeks, by which point the window has closed and the revenue is already lost. This guide breaks down where the gap opens up, why the data most teams rely on can't close it, and what a real-time alternative looks like.

What you'll learn inside

The guide walks through the four strategic levers that turn store-level visual data into commercial action:

• Smarter Auditing — moving from compliance checkbox to performance intelligence, cutting audit time while capturing far more of what actually happens at the fixture
• Field Force Optimisation — turning your reps from data collectors into commercial actors, with priority actions ranked by revenue impact before they walk in the door
• Inventory Optimisation — closing the loop between shelf and supply chain, and surfacing the phantom inventory and hidden out-of-stocks that POS data never reveals
• Commercial Strategy — connecting execution data directly to RGM, trade planning and promotional ROI, so you can finally prove whether your execution drove revenue

Built for commercial leaders

This guide is written for the people accountable for the numbers: VP Sales, Directors of Trade, VP RGM and commercial leaders across beer & spirits, soft drinks, energy and snacking. It's practical rather than theoretical, grounded in real deployments and measurable outcomes.

Real brands. Measurable outcomes.

Inside you'll find two deployments with numbers you can take to the CFO. AG Barr, one of the UK's leading soft drinks companies, cut store audit time by 50% and freed reps to spend more time selling, with a 96%+ improvement in shelf data capture accuracy. Sagra Technology went from SKU onboarding to live in-store recognition in seven days, hitting 98.3% product detection accuracy on near-identical pharmaceutical packs. The guide explains exactly how.

Where does your organisation sit today?

The guide includes the Retail Execution Maturity Model, a four-stage framework that shows where your organisation sits on the journey from manual execution management to full Execution Intelligence, and where to invest next. Most teams discover they're further from the finish line than they assumed, and closer than they feared.

Download the guide

Retail Execution Intelligence: The four strategic levers transforming CPG growth is a 22-minute read that will change how you think about trade investment, field force productivity and promotional ROI. Get your free copy and start closing the execution gap before it costs you another peak week.

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