From Identifying Need States to Testing in Virtual Reality: Supporting Category Management

Maureen Johnson
Research International Group, UK
and
Paula Felice
Research International, Brazil

INTRODUCTION

Efficient consumer response and category management

Since initiation in 1992, efficient consumer response (ECR) has grown rapidly into a global movement of the consumer goods industry. Essentially, within efficient consumer response there are four strategies of supplier-retailer co-operation, the intention being to create superior value for the consumer at a lower cost to both parties. Table 1 summarises the four efficient consumer response strategies.

TABLE 1:
FOUR BASIC EFFICIENT CONSUMER RESPONSE STRATEGIES

Efficient Replenishment

Efficient Promotion

Efficient Store Assortment

Efficient Product Introduction

Optimising time and costs:

What else does this article talk about?

  • Evolution of retail
  • Retailer relationships

WARC’s coverage is unrivalled – grouping articles, case studies and research around 100 different marketing topics, arranged across 11 themes.

What do I get with WARC?

  • 65,000+ articles covering the full spectrum of marketing communications.
  • Including over 12,000 effectiveness case studies revealing the campaign strategies of the world's leading brands to help maximize ROI.
  • Best practice guides that explain the how and why of marketing challenges to stay ahead of the ever-changing marketing landscape.
  • Marketing intelligence, trend reports, brand profiles and event reports to give your brand clear competitive advantage.