Efficient Consumer Response (ECR) is a business initiative focused on streamlining the procurement process for consumer goods by encouraging collaboration and communication between organisations in the supply chain. Its aim is to reduce costs by eliminating unnecessary steps, improving product availability, and enhancing customer satisfaction. ECR focuses on creating an efficient flow of information, goods, and services from suppliers through to consumers. This includes optimising supply chain operations, automating processes, and using data to make better decisions. By doing this, organisations are able to provide their customers with a faster, more efficient experience that yields cost savings.