ECR Finland Annual Seminar 21.11.2006

I spoke today at the annual ECR (Efficient Consumer Response) Seminar.
http://www.ecr-finland.com/tapahtumat.html

The promise of efficient consumer response is to develop supply chains in order to fulfil consumer wishes better, faster and with less cost. The ECR initiative involves both retailers and producers.

A couple of reflections and points of presentation:
- Focus of the collaboration in the supply chain has been on efficiency (less cost)
- Need to focus also on top line growth through innovation
- Innovation should start from understanding the everyday life of people, and how retailers and producers can jointly improve everyday life of people
- Innovation should not be radical from a consumption perspective, but help the customer to improve routines related to everyday life