Efficient consumer response

Efficient Consumer Response (ECR) and Collaborative Planning, Forecasting and Replenishment (CPFR) both are operations models in the consumer goods industry to ensure delivery capability and avoid stockouts based on an automated replenishment of outlets using product inventory, historic and/or planned sales information at the point-of-sales (POS). CPFR focuses on a close cooperation between retailer and manufacturer. ECR focus on the customer-facing reaction on customer responses in logistics, sales and promotions. 

Greater diffusion of efficient consumer response, defining a process of close collaboration of retailer and manufacturer/supplier to coordinate activities to achieve maximal efficiency and better service levels for the ultimate customer. 

A Coca-Cola study entided Taking Costs Out of the Grocery Industry Pipeline [17] suggested using a supply chain perspective to reduce costs and improve performance. The efficient consumer response (ECR)... 

P G Efficient Consumer Response Adoption as a Change Program... 

Consideration of industry initiatives in the E-commerce areas, such as efficient consumer response (ECR), efficient foodservice response (EFR), warehouse management systems (WMS), strategic sourcing and cross-docking, vendor-managed inventories (VMI), and continuous replenishment planning (CRP)... 

ECR Efficient Consumer Response. Refers to technologies to match supply and demand in the retail sector. 

Kurt Salomon Associates Inc. 1993. Efficient Consumer Response Enhancing consumer value in the grocery industry. Food Marketing Institute, Washington, D.C. 

SCM - Supply Chain Management S OP - Sales and Operations Planning VMI - Vendor Managed Inventory CPFR - Collaborative Planning, Forecasting and Replenishment ECR - Efficient Consumer Response Z - Purchasing in a single company... 

Baraniecka A., 2005, ECR. Efficient Consumer Response. Lancuch dostaw zorien-towany na klienta [Efficient Consumer Response [ECR]. A Consumer-Oriented Supply Chain], Poznan ILiM. 

Mitchell A., 1996, Efficient Consumer Response. A New Paradigm for the European FMCG Sector, London Pearson Professional. 

Anna Baraniecka is Assistant Professor of Business Administration at the Wroclaw University of Economics (WUE), where she received her PhD in Business Logistics. She has extensive experience in supply chain management in the pharmaceutical industry as she has engaged in numerous consulting projects in the field. One of her most important research topics is Efficient Consumer Response (ECR). She has been interested in supply chain maturity issues for several years. She is co-author of a novel supply chain maturity model tailored to the pharmaceutical industry. 

Keywords Supply Chain Management (SCM), Efficient Consumer Response (ECR), dairy... 

Figure 1. Focus areas of the Efficient Consumer Response concept. Modified from Weindlmaier (2003) and Zentes and Swobboda (2001).

Requirements for a successful Efficient Consumer Response Implementation... 

Corsten, D., 2004. Efficient consumer response adoption theory, model and empirical resnlts. Bern, Haupt. 

Hoffmann, J.M. and S. Mehia, 2000. Efficient Consumer Response as a supply chain strategy for grocery business. International Journal of Service Industy Management 11,365-373. 

Homburg, Ch., C. Engelbrecht and H. Krohmer, 1997. Handel imd Hersteller fiber Efficient Consumer Response (ECR) Zwei unterschiedliche Perspektiven. Mannheim. 

Kotzab, H., 1999. Improving supply chain performance by efficient consumer response A critical comparison of existing ECR approaches. Journal of Business Industrial Marketing 14, 364-377. 

Kotzab, H., 2000. Managing the grocery industry in an efficient consumer response manner. In Global purchasing supply chain strategies. December 2000. 

Lothia, R., R Tian Xie and R. Subramamiam, 2004. Efficient consumer response in Japan Industry concerns, current status, benefits, and barriers to implementation. Journal of Business Research 57, 306-311. 

Von der Heydt, A., 1997. Efficient Consumer Response Basisstrategien und Grundtechniken, zentrale Erfolgsfaktoren sowie globaler Implementierungsplan. 2nd, rev. edition. Frankfurt, Peter Lang. 

The second initiative to satisfy the consumer is based on what is known as efficient consumer response (ECR). This aims to provide the retail consumer with the best quality service through collaborative supply chain operations. It relies on both the retailer s (viz. Sainsbury s) and the supplier s (e.g. Unilever) supply chain. Thus, the sharing of information between the systems of different partners within that chain is essential. ECR has been a philosophy put into practice within the retail market in Europe since the mid-1990s and Sainsbury s has embraced it. ECR... 

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