What Is an Efficient Consumer Response?

Effective customer response is a supply chain management method in which distributors and suppliers work closely to eliminate unnecessary costs and expenses in the system and bring greater benefits to customers in the grocery distribution system.

Effective customer response

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In the early 1990s, Japanese food processing and daily necessities processing began to imitate the "

The definition of the ECR European Executive Board is: "ECR is a circulation model that achieves consumer demand at the lowest cost and fastest and best through the integration of the respective economic activities of manufacturers, wholesalers and retailers." ECR emphasizes The cooperation between suppliers and retailers, especially in today's intensified competition between enterprises and the diversified development of demand, there is an urgent need to establish a mutually trusting and mutually-promoting collaborative relationship between production and marketing, and to coordinate each other's production and operations through modern information and means with

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Since its introduction, the ECR system has been widely adopted in the United States. Many countries in Europe and Japan have also used the system's technology to change their obsolete commodity supply systems, and many successful cases have appeared. Therefore, using the ECR system to rationalize the distribution process is an issue that cannot be avoided in the future. However, the following issues should be noted during implementation.

The role of effective customer response to senior decision makers is critical

. The ECR system is a major project to improve the operation and management of enterprises. The system involves production, supply, and sales of multiple enterprise departments. Errors in any department will greatly affect the startup of the entire system. Therefore, the enthusiasm and determination of the senior decision makers in each department are very important to promote this work. Their active support and advocacy are conducive to clear goals, increase the speed of business reform, eliminate waste, and enhance the application quality of the ECR system.

Effective customer response Correctly grasp the value and needs of customers.

The ECR system has always been aimed at increasing the interests of consumers and meeting the needs of consumers. All business improvements and efficiency improvements are centered around this purpose. Only by correctly grasping the value and needs of customers can we work out the goals of the ECR system and enhance the ability to adapt to customers. Correctly judging the interests of consumers, and placing consumers' interests in which position is the first step in carrying out ECR work. At present, supermarket consumption tends to the aspects of product quality, freshness, nutrition, packaging, price, etc. In terms of variety structure, most customers have the desire to buy one time. Armed with this information, the ECR system can truly exert its superiority.

Effective customer response Set clear goals and standards.

As a system improvement work, ECR should have clear goals and working standards. Through these goals and standards, correct evaluation can be performed against the results. At the same time, with the goals and standards, employees can identify the tasks to be done and the standards to be achieved.

Effective customer response Actively reform the organization.

The effective implementation of the ECR system must be guaranteed by the corresponding organizations and institutions. The basic idea of the ECR system is to seek reform solutions from the circulation process and business activities. Therefore, the traditional organizational form of functional division is not suitable, and a new organizational form should be constructed. The ECR system can be regarded as an extensive chain system, so the organization can be established according to the chain model.