Efficient Customer Response

ECR describes a customer-oriented and integrated view of the supply chain in which all parties involved work together. The primary aim of ECR is to create the prerequisites and techniques for cooperation between commerce and industry for a better fulfilment of customer needs.
A fundamental change of view is necessary for the successful realization of ECR. The confidence between the cooperation partners is the main condition for an implementation of ECR. ECR requires department-spreading responsibilities for the control of the flow of goods and implies organizational changes on the supplier side and the commerce side.
ECR secures a continuous flow of goods and information, creates an optimal assortment with a simultaneous stock reduction and avoids supply gaps.