From Identifying Need States to Testing in Virtual Reality: Supporting Category Management
Research International Group, UK
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.
FOUR BASIC EFFICIENT CONSUMER RESPONSE STRATEGIES
Efficient Store Assortment
Efficient Product Introduction
|Optimising time and costs:
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