Abstract
The Efficient Consumer Response is based on several fundamental elements: the right mix of products, optimal management of shelf space, efficient replenishment, providing the "right product at the right place and the right time", effective promotion, streamlining operations, business development, providing alternatives to meet the needs of the distributors, managing consumer advertising, developing effective products and obtaining more detailed information on consumer preferences and product characteristics.
According to Bertrand Berthelot, Doctor of Economics and editor of the site, definitions-marketing.com, the Efficient Customer Response (ECR) can be defined as follows: "ECR is a set of joint industry-trade initiatives designed to provide optimum response to the consumer. ECR is designed to better organize the entire supply chain and supplying, making the trading systems more efficient, less costly and more responsive to consumer expectations. According to ECR France, areas for improvement of ECR can be grouped into two strategic areas: the management of consumer demand and optimization of the supply chain."
