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CHAPTER 15
Retail procurement and efficient consumer
response (ECR)
Objectives of this chapter
• To analyse the role of the retail buyer and their involvement with the supply chain
• To differentiate between selector, buyer and merchandiser
• To understand retailing research and the different methods of collecting data
• To define all the aspects involved in merchandising
• To appreciate the value of brand names and how they compete with ‘own brand’ labels
and generics
• To understand the concept of efficient consumer response
List of Cases, Research Boxes and Figures in this chapter
Mini Case Studies
• Sainsbury’s
Research Boxes
Nil
Figures
• Figure 15.1 Supply chains in retailing
• Figure 15.2 Schematic representation of an EDI system
• Figure 15.3 ECR grocery supply chain
Teaching Notes
Buying merchandise for resale while having much in common with other types of buying also
has some major differences.
Buyers in other sectors of the economy can learn much from studying some of the good
practices found in the retail sector. Buyers in major retail organisations such as Marks &
Spencer, Tesco, etc. are likely to be far more involved with their supply chains and customers
than in other sectors of the community.
In particular, the development of efficient consumer response (ECR) includes many techniques
and approaches that would benefit other sectors.
