Purpose & Vision: EDDGIE is Unilever’s future-fit execution model for Modern Trade, using store-level data to identify and prioritize the execution actions and stores that generate the highest value potential across availability, visibility and brand experience.

EDDGIE consists of two workstreams:

EDDGIE Essentials measures OSA in a consistent manner based on store level data and prioritizes stores to address OOS alerts based on incrementality. The OOS Detection algorithm is now available for 13 countries, OOS Check & Fix solutions is being deployed in 7 countries.

EDDGIE Advanced adds visibility and brand experience KPIs to Essentials and prioritizes the actions with the highest incrementality by leveraging image recognition. The program is being piloted in countries.