The Efficient Consumer Response (ECR) movement began in United States in 1993. The main reason why this program was initiated was an on increasing population of consumers demanding more quality - more variety - more service but for less money - less time out of their hectic schedule.
WHAT IS ECR?
ECR is about, "Working together to fulfill consumer wishes better, faster and at less cost"
Embedded in this simple statement are two fundamental principles that guide all ECR efforts,
Focus on Consumers: A commitment to the belief that sustained business success stems only from providing consumers with products and services that consistently meet or surpass their demands and expectations;
Working together: Recognition that the greatest consumer value can be offered only when organisations work together, work internally and with their trading partners, to overcome barriers that erode efficiency and effectiveness.
The Methodology: ECR encourages companies to pursue continuous improvements under three focus areas: supply side, demand side and enabling technologies. Also a special note on Category Management and Electronic Catalogue has been briefly covered.
ECR India: ECR movement in the FMCG sector was launched in India in October 1999. GS1 India facilitated the formation of a core group by bringing together retailers/manufacturers and other potential supply chain trading partners. It provides standards which facilitate ECR applications like CPFR, VMI (Vendor Managed Inventory) systems, Automated Replenishment etc. GS1 India also functions as the Secretariat for ECR India.
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