Professional Documents
Culture Documents
Effecient Consumer Response PDF
Effecient Consumer Response PDF
a report by
Herbert Kotzab
Has Supply Chain Management Taken Organising the supply chain in such a manner seems
Control of the Grocery Industry? to be successful. Beyond the perspective of the
‘tough’ grocery industry that is known for having low
After 15 years, the grocery industry is facing many average margins for ECR, it can provide attractive
changes. Manufacturers have experienced a power shift profit growths as shown by the following examples.
to retailers. Retailers have recognised their abilities in
establishing their own marketing and logistics • Procter & Gamble reported higher margins (8%),
approaches. Both parties have shown how information faster category turnover (27%) and greater retailer
technology and co-operative management styles help market share (12%) effects from the implementation Dr Herbert Kotzab is an Assistant
to gain competitiveness and economic growth, of ECR principles within the laundry detergent Professor of International Supply-
chain Management in the
although markets have become aggressive. category in a European country market. Department of Operations
Management at the Copenhagen
Business School (CBS). Before his
An example of this is that of Wal-Mart Corporation’s • ICA and Lever Sweden presented results from the appointment at the CBS, he was a
distribution strategy. Wal-Mart has consistently made ECR partnership between their companies. faculty member of the Department
improvements to its bottom line by streamlining its Highlights were an increase in turnover of 9%, a for Retail Marketing at the Vienna
University of Economics and
distribution operations to better serve its customers. reduction in the number of stock-keeping units Business Administration. In 1998,
It is not only Wal-Mart’s distribution policy, but also by 20%, a higher market share of 7% and higher he was a visiting scholar at the
Center for Transportation Studies at
the consumer focus of the policy’s execution profits of between 3% and 16%.
the Massachusetts Institute of
throughout the retailer’s operation that has translated Technology. Dr Kotzab is a member
itself into greater profitability for the company. The • Johnson & Johnson Company representatives of various associations, such as the
Council of Logistics Management,
congenial partner of Wal-Mart at the manufacturer disclosed two-digit turnover increases in their American Marketing Association,
side had been the Procter & Gamble Corporation. respective business segments. Bundesvereinigung Logistik and
Both players had launched a partnership that is seen Verband der Hochschullehrer fuer
Betriebswirtschaft eV. He received
as the benchmark within the grocery industry: • John Menzies Publishing Company implemented an MBA in Marketing and
efficient consumer response (ECR) – a strategy ECR principles during the 1990s by establishing Management and a PhD from the
Vienna University of Economics and
where partners in a supply chain synchronise the electronic links between its distribution centres and Business Administration.
product flow through the distribution pipeline from the newspaper stands of 20 of its clients. This
point of manufacture to point of final sale. partnership resulted in an increased sales volume of
35%, reduced inventory levels of 10% and increased
The key elements that make ECR the supply chain margins of 2.1%.
management (SCM) approach of the grocery
industry, are the integration of business processes on The Total Effects of ECR
an interdepartmental and inter-organisational level
and end-user orientation by performing all activities Within the ECR-driven channel, no inefficiencies
within the supply chain by customer requirements. prevail. Each step of the channel concentrates on its
own core competencies and reduces non-value-
How Does Efficient Consumer adding activities. A paperless information flow controls
Response Work? the flow of merchandise. The four major areas listed in
Table 1 ensure the demanded end-user orientation.
ECR is primarily related to strategic partnerships in the
distribution channels of the grocery industry to increase The benefit of ECR is calculated for the US grocery
the performance of the consumers. The US-based industry with US$30 billion. The savings potential
Food Marketing Institute introduced, in conjunction results from a 41% total-chain reduction of inventory
with the consultant Kurt Salmon Associates, the first by speeding up cycle time from originally 104 days
ECR model: a consumer-driven distribution system in to 61 days. The full implementation of ECR by an
which the production is permanently managed by the every-day-low-price strategy reduces the consumer
consumers’ point-of-sale activities (see Figure 1). prices by approximately 11% (see Table 1). 145
RETAIL
Demand Flow
Product Flow
The European ECR Approach Sweden, The Netherlands, Germany, France, the
UK, Spain, Switzerland and Ireland. Figure 3 sketches
Based on the experiences of the US markets, managers the developments of the conference topics.
of leading European businesses formed ECR Europe, a
non-profit organisation headquartered in Brussels. As In the initial phase, ECR in Europe focused mostly on
the grocery industry in Europe follows different rules the cost-efficiency side of ECR by introducing
to the US, the European version of ECR is presented ‘innovative’ concepts of SCM, efficient replenishment
as being more sophisticated (see Figure 2). techniques and electronic data interchange. In the next
step, demand-side activities had been introduced, such
The interaction of the focus areas of ‘demand’ and as category management.
‘supply’ leads to improvements of the overall supply
chain’s performance and consequently to a higher Category management should help to fulfil consumers’
consumer value – represented in the ECR Europe wishes on an optimal level by offering exactly the
model as a function of quality, trust, variety, service, products and services that consumers are demanding.
response time and price. The application of the ECR From a ‘historical marketing’ point of view these efforts
practices, as suggested by ECR Europe, allows can be seen as putting the two halves of marketing
savings of up to 5.7% – based on retailing prices – together – based on the ideas of Converse, 1954 – by
which is equal to DM50 billion (see Table 2). recognising both an appropriate market appearance and
a well-functioning logistics function behind.
Savings in the field of operative costs have led to
reductions of 84% the rest results from inventory In 1998 and 1999, the consumer orientation was fully
reduction. The total inventory level in the different implemented by consumer enthusiasm and consumer-
channels is from 28 working days in the UK to 50 value initiatives. The goal behind these two approaches
working days in Germany. is to ensure that consumers are enlightened in order to
guarantee stable increases in market share and sales.
The Development of ECR –
The European Example How Far are ECR Techniques Applied
Within the Supply Chains?
Since the first introduction of ECR in Europe, ECR
Europe could establish 14 national ECR initiatives in The implementation of ECR was and is permanently
Austria, Italy, Greece, Finland, Norway, Denmark, evaluated either by the ECR member companies
90% of the savings in the field of operative 95% of the savings by reducing inventory are
costs are made by the following: made by the following:
New product introduction 17% Optimal assortment 10%
Efficient promotion 16% Continuous replenishment 24%
Synchronised production 13% Crossdocking 10%
Reliable production 17% Synchronised production 40%
Integrated suppliers 28% Integrated suppliers 11%
Vendors and retailers can apply the scorecard for self- What is Next?
assessment procedures and for evaluation of the
trading partners. The approach is structured around As ECR was introduced as the strategic ‘weapon’ to
the existing ECR improvement concepts. The dramatically change the way business is performed in
scorecard approach can help the organisations the grocery supply chain, several studies have indicated
involved to clarify the gap between their current and that companies can gain huge savings potentials. The
their desired state. rules to adopt can be condensed as follows:
Table 4: Global ECR Scorecard – The Example of the Assessment of Optimal Assortments
Considerations
Assortment Planning Assortment Execution Assortment Evaluation
Score General Meaning The process of optimising the The process to translate the The degree to which assortments
assortment mix to fulfil the assortment plan into efficient/ are evaluated jointly against
needs of target consumers. effective implementation. a common set of objectives.
0 Nothing planned No clear understanding of the No consistent process exists. No efforts to evaluate the impact
role of the category in meeting Measures are not defined or of assortment decisions on
corporate objectives or of individual collected to assess. consumer satisfaction, inventory,
products within the category. cost and out of stock.
1 Plans agreed but The category role is understood Systems and processes are being An understanding exists of the
implementation has but little understanding of the developed to formalise the need to measure assortment
not yet been started role of products. Recognition assortment execution process and effectiveness. Some basic analysis
of the value that trading partners some efforts to measure and is routinely conducted.
provide, but not yet involved in co-ordinate assortment execution
the assortment decisions. are being developed.
2 Pilot tests being Some consumer and market data Some efforts to implement an Assortments are evaluated based
conducted used to make segment decisions. effective assortment execution on a traditional costs-and-volume
Developing an understanding of process exist – limited success. basis. Some reviews with trading
the role of categories, brands and Slow shelf implementation or partners are conducted.
products. Involvement of trading manufacturer range adjustments,
partners is limited. high remnant inventories.
3 Rollout of Clear understanding of products An assortment execution process A broader set of results and
implementation in meeting category objectives. has been implemented and is process measures are evaluated
started Some trading partners are involved usually followed. Improvements related to category objectives,
and a wide range of consumer, in compliance and inventories are such as category growth, consumer
market and trading-partner being realised. satisfaction, market basket or
information is used. closure rate. Joint reviews with
trading partners include
consumer data.
4 Fully implemented Clear understanding of the impact A highly effective assortment process An agreed set of measures are
of assortment on the category, other is routinely used. It is a short cycle evaluated jointly by trading
categories and corporate objectives. from assortment decision to partners and related to the
Routine involvement of trading complete implementation. Remnant category and corporate objectives.
partners using joint information. inventory is almost eliminated. These targets are routinely
being met.
RETAIL
R Celada and S Mei (1998), “Category Management at K Salmon (1993), Efficient Consumer Response.
Johnson & Johnson”, Presentation at the third official ECR Enhancing Consumer Value in the Grocery Industry,
Europe Conference, Hamburg, 1–2 April 1998. FMI, Washington.
A de Luca and G Swoyer (1999), “Customer and Supplier K Salmon (KSA) (1999), ECR Outlook 1999 – Eine
Satisfaction Through Supply Chain Integration”, Studie von ksa zum Status und zur Weiterentwicklung
Presentation at the Frontiers of Global Supply Chain von ECR in Europa, Düsseldorf.
Management MIT Executives Forum, Paris, 15–16
November. J Schmitz Whipple, R Frankel and K Anselmi (1999), “The
effect of governance structures on performance: A case study on
ECR-Danmark (1999), Måling af ECR, implementering, – Efficient Consumer Response,” Journal of Business
holdninger og-barrierer, second official ECR conference, Bella Logistics, Vol. 20, No 2, pp. 43–62.
Centret, 28 October.
G Stalk, P Evans and L Shulman (1992), “Competing on
ECR-Espana (1997), Results of Phase I of ER in Spain. Capabilities: The new Rules of Corporate Strategy”,
The Vision of ER-Spain, Opportunity Framework and Harvard Business Review, Vol.70, No 2, pp. 57–69.
Pilot Projects Definitions, ECR-Espana, Barcelona.
M Tosh (1998), “What’s up with ECR?”, Progressive
ECR-Italy (1997), “The supply chain pilot projects Grocer, December, pp. 8–12; 21.
results”, Management Summary Report, ECR Italia,
Milan. C Troyer (1997), “ECR Past, Present & Future. Carrying the
Learning Forward”, Presentation at the Council of Logistics
ECR-Scorecard, (2000), ECR Global Scorecard, Management Annual Conference.
http://216.247.25.35/Default.asp
Websites
ECR-Austria, (2000), Efficient Consumer Response,
http://www.edi.org/ecr/start.html http://www.fmi.org
http://www.ecrnet.org
ECR Europe, (1996), “European Value Chain Analysis”, http://www.ecr-central.com
150 Final Report. http://www.ecrasia.com