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

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


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.


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

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