 About this Guide
This online resource has been created by the ECR UK Promotions Subgroup from a piece of unique research conducted by an MSc Student from Cranfield University
Working with representatives from the UK’s leading retailers and manufacturers, the aim of the Cranfield research was to produce an MSc dissertation that:
- Identified the weak points across the supply chain that impacted the availability of promoted products in store.
- Highlighted best practice processes and activities to enable improved promotional availability.
Recognising the need to communicate the findings of this research more widely, the ECR UK Promotions Subgroup has distilled the key findings and recommendations into this online resource.
Project Methodology
Each year the Cranfield Centre of Logistics and Supply Chain Management seeks practical projects for their MSc students. These are for students who have successfully completed the taught part of their MSc course and who wish to apply this knowledge to a real world logistics or supply chain problem.
ECR UK sponsored a project, identifying the on-shelf availability of promotional products as the specific area of interest. The output of this project provides the industry with unique insight into the challenges faced during promotions.
The project began in April 2009, was completed in late September and comprised four main phases:
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Phase 1: |
A ten week period of data gathering through a series of in depth meetings and interviews across seven retailers and a selection of manufacturers operating in different product categories. These interviews were with both operational and strategic personnel from across a variety of functions (marketing, trading, supply chain, logistics, stores etc).
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Phase 2: |
A data gathering phase which included a series of in-depth site and store visits across the participating retailers and manufacturers.
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Phase 3: |
Literature review and analysis of findings, including identification of weaknesses and best practice in the supply chain.
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Phase 4 |
Dissertation writing and project presentation.
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On completion of the final project, the findings were released to members of the ECR UK Promotions Subgroup.
Acknowledgements
IGD and ECR UK would like to thank members of the ECR UK Filling the Cube Subgroup for their support and contribution in developing this guide.
Members of the ECR UK Promotions Subgroup:
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Karen Deeming
Availability Change Manager, Asda |
Philipp Meier
Customer Supply Manager, Colgate |
Katie Whitley
Supply Chain Availability Manager, Kimberly-Clark |
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Rochelle Massey
Customer Service Manager, Kraft Foods |
Chris Needham
Supply Chain and Availability Controller, Müller |
Robin Sundaram
Supply Chain Development Manager, Nestlé |
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Andy Bowley
Customer Team Logistics Manager, Procter & Gamble |
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Staff and Students at Cranfield University:
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Younes Ettousani
MSc Logistics and Supply Chain Student |
Dr Nicky Yates
Lecturer Logistics and Supply Chain Management |
Dr Carlos Mena
Senior Research Fellow | |
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Organisations supporting research interviews and site visits:
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Promotional On-Shelf Availability - Next steps:
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