A consumer-driven system of replenishment in which high-quality products and accurate information flow through a paperless (EDI) system between all distribution points from the manufacturing line to the retail checkout counter. Efficient Consumer Response (ECR) aims to increase service levels to consumers through close collaboration among retailers, wholesalers, and manufacturers. The goal of ECR is to improve the efficiency of the entire supply chain, beyond the boundaries of individual companies, which can result in greater profits for all parties involved.
The key focus areas of ECR include demand management, supply management, enablers, and integrators. By working together to optimize these areas, companies can reduce costs, minimize opportunity losses, and increase profitability while providing better service to customers.

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