Abstract
Birds Eye Wall’s is the largest food brand in the UK and at the forefront of efficient consumer response (ECR) implementation. Provides a detailed account of how ECR has been implemented at Birds Eye Wall’s and the lessons learned along the way. Emphasizes the importance of trust between trading partners, the need for flexible information systems, a clear and detailed understanding of consumers and an effective customer interface. Commitment is the key to successful implementation of ECR, this requires support from top to bottom, both within and between organizations.
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