ECR AP - The need for collaboration - ECR Community

ECR AP Operational Excellence – On Shelf Availability Press Release
ECR Asia Pacific launch On
Shelf Availability in Asia Pacific
22 nd May 2012
ECR Asia Pacific and Accenture
are excited to announce the publication
of the first Asia Pacific
wide report into On Shelf Availability
(OSA). The report was
created by an OSA working
group setup in 2011 between
Accenture, Unilever and Diageo.
Retailers and Manufacturers in
APAC are realizing the importance
of OSA in an industry
where vertical integration is
limited, and parties have to rely
on each other to achieve their respective goals. This goal is now a
common one: shopper and consumer satisfaction, which can only
be achieved by ensuring high levels of collaboration and adopting
a common methodology to approaching issues.
Over 2011 and 2012, 51 manufacturers and retailers from 14
different countries participated in the first ECR APAC wide On-
Shelf Availability survey, investigating the perception of OSA
within APAC as well as the critical success factors and key barri-
Future Agenda
Based on this report and its key findings, a set of follow on initiatives
have been proposed –see them below-, aimed at leveraging
the momentum that has been created in ECR APAC around
OSA. These initiatives will set the stage that will allow ECR
members to successfully kick start their OSA improvement journey
and will require industry wide commitment.
Standards, measures and definitions
The inconsistent method and frequency of measuring of OSA
and the lack of APAC wide benchmarks is high priority in the
future agenda for change.
Consumer behavior Response to OOS Survey
Given the current widely used benchmark is based on a Consumer
Behaviour Study conducted in 2004, a more relevant study
would bring new insights and allow APAC initiatives to respond
more accurately to customer preferences.
ers to reducing out of stocks. The outcomes of the survey combined
with insights from a series of 1on1 interviews were the
basis of the ECR APAC OSA report - outlining the key findings
and the future agenda for change.
The report can be accessed through the following link: http://
www.ecr-all.org/upload/blogfiles/0c7/APAC%20ECR%
20OSA%20Report%202012.pdf
Efficient Consumer Response Asia Pacific (ECR AP) is an
independent joint trade and industry body, which is co-chaired by
representatives from the retail sector and the manufacturing sector.
It promotes the use of Efficient Consumer Response techniques
in Fast Moving Consumer Good (FMCG) retailing to remove
unnecessary costs from the supply chain and make the sector,
as a whole, more responsive to consumer demand.
Accenture is a global management consulting, technology services
and outsourcing company. Combining unparalleled experience,
comprehensive capabilities across all industries and business
functions, and extensive research on the world’s most successful
companies, Accenture collaborates with clients
to help them become high-performance businesses and governments.
With more than 247,000 people in 49 countries, the company
generated net revenues of US$25 billion for the fiscal year
ended 31 August 2011.
For more details please contact Ivett Nagy (ECR Asia Pacific) at
ivett@ecr-all.org or Paul Prendergast (Accenture) at
paul.d.prendergast@accenture.com
Periodical monitoring of OSA levels in APAC
To collect OSA data points from manufacturers and retailers on a
periodic basis, bringing all data centrally to conduct and provide
basic analytics. The output of this initiative would be an analysis
based on a large volume of POS, stock on hand and order data
from a breadth of contributors that would allow all parties access
to OSA improvement insights.
Global OSA Survey based on ECR APAC Survey template
A global survey, using the ECR APAC survey as a template will
provide consistent results across geographies and bring forward a
greater collaboration of best practices and ideas.
A future ECR APAC report on OSA could also focus on traditional
(mom-and-pop) distribution.
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