United KingdomConsumer goods2026 – ongoingReckitt Benckiser
Smart Execution recommendations for store visits
Reckitt reported US display compliance of about 70% or better after AI prioritized store visits
Problem
Reckitt's merchandising partners had limited time in stores and long checklists. Delayed analysis made it difficult to choose which availability problems deserved attention first.
Approach
Reckitt and McKinsey built Smart Execution to analyze store sales and inventory signals. AI models produced store-specific recommendations before the working day began. Field teams fed observations back into development, and Reckitt's own teams subsequently led the UK rollout.
Results
Takeaway
The reported sales improvements differed by market; the results did not establish a uniform return across retailers.
Categories
- Size
- Large enterprise
- Industry
- Consumer goods
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Predictive analytics and MLGenerative AI
- Adoption
- Partner co-development
- Evidence
- Vendor case study
Sources
Source summaries
McKinsey described the recommendation system it developed with Reckitt for frontline sales execution. It reported improved US display compliance and sales gains that varied across markets.
Full details are in the original sources.