Overview

The demand side of ECR includes all of the considerations associated with understanding and managing the demand for products and services.

	Demand Pilots: the best way to tailor ECR concepts to the specific needs and capabilities of the two trading partners - you can't learn to swim if you don't get in the water.		Immediate and direct impact on consumer and shopper satisfaction, yielding increased sales and market share for trading partners.
	Assortments Rationalization: often leads to big improvements in shopper satisfaction and excellent business result.		Can lead to dramatic changes in the way companies work together to serve shoppers and consumer more effectively.
	Optimized Promotions: frequently improve promotion effectiveness, including process efficiency and reduced response times.		Many efforts in the past resulted in good plans, but failed to deliver bottom line results or long term relationships, with too much talk and too little action.
	New Product Introductions: the most difficult area for "working together" efforts - but big "wins" when barriers are overcome.		Thus, it can be difficult to get started but when approached correctly, delivers big benefits to both companies.

Companies need to incorporate the consumer focus in their business. The demand side of the Global ECR Scorecard captures this in the Strategic Direction and Consumer Value Creation Concepts.