The document summarizes the 2010 ECRA Conference that was held in Melbourne from October 21-22, 2010. The conference focused on effectively and efficiently promoting to shoppers. Approximately 140 delegates attended presentations from local and international FMCG industry experts. The conference provided opportunities for networking among colleagues, peers and business partners. The Board of ECRA thanks all speakers and organizers for making the conference a success and looks forward to continuing ECRA's role of promoting industry-wide initiatives that benefit suppliers, retailers, wholesalers and shoppers.

1. November 2010
www.ecraustralasia.org.au
Inside this issue: 2010 ECRA Conference - Promoting
ECRA 2010 Conference 1 Effectively and Efficiently to the Shopper
Pallet Labelling and 2 The second annual Efficient Consumer Response Australasia Conference was held at
SSCC the Hilton on the Park Hotel in Melbourne on 21-22 October 2010. Approximately 140
delegates took the opportunity to view presentations from local and international FMCG
Winning in January 2010 2
industry experts and to network with colleagues, peers and business partners.
NEW ECRA Website 3 The title of the conference “Promoting Effectively and Efficiently to the Shopper”
encapsulated the key theme over the two days – an investigation of the promotional
Winning with Promotions 3
landscape in Australasia, and the issues and opportunities therein, with the topics
Report
considered from both a global and local perspective, and from both the retailer and
Shrinkage and Loss 4 supplier points of view.
Prevention
The Board of ECRA expresses its thanks to all speakers and organisers, and particularly
New Series of Consumer 4 to the delegates for making this year’s conference a success. ECRA looks forward to
Goods Case Studies continuing to fulfill its role as the only industry body that brings together suppliers,
retailers and wholesalers to promote industry-wide initiatives in the value chain that
deliver benefits to the industry and the shopper.
IGD Breakfast Briefings 4
The conference report can be accessed at http://www.ecraustralasia.org.au/
2011 ECR Europe 5
storage/2010%20ECRA%20Conference%20Summary.pdf
Conference
ECR Europe Initiatives 6
The Consumer Goods 6
Forum and ECR
Progressive 7
Management Program
ECRA Conference 2010
Jointly Agreed Growth 7
Supporting Organisations
New ECRA Board 7
Members
ECRA Board 8 ECR Australasia would like to thank the following organisations for their ongoing
support, along with all major Australian and New Zealand retailers and wholesalers.
Contact ECRA 8
Australian Food and Grocery Council
www.afgc.org.au
New Zealand Food and Grocery Council
www.fgc.org.nz
ECRA supported by the Australian Food and Grocery Council Page 1

2. ECR Extra - November 2010
Pallet Labelling and SSCC
AFGC, Efficient Consumer Response Australasia (ECRA) in partnership with GS1 Australia launched guidance
for use in the fast moving consumer goods industry to deliver improved pallet label compliance.
In a study conducted earlier this year 44% non compliance in pallet labeling was identified
across the industry. This significant level of failure is being seen by the retail trade as the
biggest emerging issue in their respective distribution centres.
The toolkit was launched in Melbourne on Monday 13 September and Sydney on Wednesday 15 September.
Over 200 supply chain practitioners attended each session hearing directly
from the retail trade on how this level of non-compliance impacts their
business and how suppliers and logistics providers can actively work to
deliver improvements.
The contents of this toolkit suite include the following elements and
can be accessed from the GS1 website (http://www.gs1au.org/services/
logistics_labelling/).
• Logistics Labels 2010 Status Report
• Getting the Best Out of Logistics Labels
• A short video on label positioning and application
Over 200 industry delegates at Woolworths to
• Supplier Considerations for Pallet Label Quality hear the latest on pallet labelling.
• GS1 Logistics Labelling Service
Winning in January 2010 – an ECRA Initiative
In 2009/2010 our industry was able to improve the degree to which stores could receive the stock they ordered
during the period encompassing Christmas, New Year and January. The previously identified drop in service
levels to stores in January versus the balance of the year was 4-5%. In 2010, the combined efforts of retailers and
suppliers narrowed this performance gap by about half. This early success in the ECRA Winning in January
program, coupled with the learnings gained from the first year should provide a great springboard for January
2011.
The aim of the ECRA Winning in January initiative is to enjoy the same level of service to stores (and ultimately to
shoppers) in January as for the balance of the year. In order to understand our progress as an industry
towards achieving this goal, and enjoying the mutual benefits of doing so, retailers Coles, Metcash and
Woolworths have again committed to tracking their service levels to stores this Summer for weeks 51 and 52 of
2010 and for weeks 1-4 in 2011. ECRA will report the outcomes in early in 2011.
Any members experiencing concerns or facing potential issues with regards to service levels during Summer are
encouraged to contact their retail trading partners as soon as possible to identify the best options available to miti-
gate risks to service.
The retailers have committed to ongoing improvement and are keen to discuss
potential concerns trading partners may have early, in order to avoid service issues in
January.
Please use http://www.ecraustralasia.org.au/winning-in-january/ to view the ECRA
Website section for general information and use http://ecra.squarespace.com/publication
-order-form/ for further information as to how to access Winning in January
documentation.
We trust this information proves both useful and valuable as you prepare for the Christ-
mas 2010 / January 2011 season. The AFGC wish all our member companies every
success this Summer.
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3. ECR Extra - November 2010
New ECRA Website
ECRA is pleased to announce the new and improved website for ECRA
constituents.
For your benefit, you will see that ECRA has re-designed the website to
be more user-friendly, interactive and streamlined. The website also
reflects the organisation’s new corporate style and supports the
strategy to further raise industry’s profile.
If you have any feedback, news tips or general comments, please
contact Samantha Blake (samantha.blake@afgc.org.au) or John Cawley
(john.cawley@afgc.org.au). We encourage you to visit
www.ecraustralasia.org.au.
Report Available
The Winning with Promotions Industry Report completed in 2010 is the
culmination of a yearlong focus on delivering improved product availability for
promoted products across the operational aspects of planning, execution and
evaluation. The Australian market is one of the most heavily promoted in the world with
on average 54% of product sold on promotion and in some categories as high as 80%.
The industry report details key results and findings from an industry wide survey,
in-store assessment and retail specific workshops. The insights offered by the report
should prove useful to food and grocery manufacturers, suppliers, retailers and
wholesalers. Companies are encouraged to use the findings in discussion with trading
partners, to challenge current promotional execution and deliver improved on-shelf
availability.
AFGC and NZFGC member companies can access the report free of charge, simply
complete the members on-line order form (http://ecra.squarespace.com/publication-order
-form/) or visit www.ecraustralasia.org.au.
Publications
ECR Australasia publications are freely available to all AFGC, NZFGC, Board member companies and
participating organisations. Some of the available publications are listed below.
• Winning in January 2010 - improving product availability toolkit
• The On-Shelf Availability Improvement Road Map 2008-2009
• Product Introduction and Delisting, improving the supply chain efficiency and effectiveness.
• Retail Ready Packaging - A focus on shelf ready packaging an industry toolkit.
• The On-Shelf Availability Challenge 2007-2008 ECRA supported by the Australian Food
and Grocery Council
For a full list of all ECRA publications please visit www.ecraustralasia.org.au and complete the on-line order form
(http://ecra.squarespace.com/publication-order-form/) to receive your ECRA publication now! Whilst at the
website, why not check out the wealth of information and helpful tools the group has made available for industry!
ECR Extra
ECR Extra is a free newsletter emailed to participants and stakeholders to the Australian and New Zealand food
and grocery retail industry on a quarterly basis. If you would like to subscribe/unsubscribe, please contact ECRA.
Know how we can improve the ECR Extra - we’d love to hear your feedback! Please contact Samantha Blake
(samantha.blake@afgc.org.au).
ECRA supported by the Australian Food and Grocery Council Page 3

4. ECR Extra - November 2010
Shrinkage and Loss Prevention
Following the ECRA Loss Prevention Group’s September meeting a new “Data Granularity Assessment Tool” has
been loaded to the ECRA website. This simple Microsoft excel based worksheet is designed to assist
suppliers in determining priority project planning when looking to engage with retailers to collaboratively address
shrinkage. The tool can be used after discussing with retailers the levels of granularity at which they capture data
for each known loss type in terms of regularity, location, product and amount.
By inputting the appropriate granularity levels at a retailer/loss type level, the tool provides back a ‘relative value’
which represents the strength likely to be found in the data available from a given retailer for each loss type. This
in turn can be used as a quantitative consideration when planning which loss types to address as priorities along
with the qualitative factors involved.
The tool can be accessed at http://www.ecraustralasia.org.au/data-granularity-assessment.
New Series of Consumer Goods Case Studies from the UK
IGD, the host organisation for ECR UK, has set up a new section of its website to showcase a series of
inspirational case studies spanning such topics as supply chain efficiency, sustainability, marketing, people
development, health and nutrition and community engagement. The first set of case studies published include
Asda, Tesco, Sainsbury’s, Nestle and Mars. More will be added regularly. To access use the following link http://
ecr-all.org/blog/2010/11/01/cg-case/#more-9817
IGD will be hosting breakfast briefings in Melbourne on 24 November and Sydney 26 November, the briefings are
free of charge and places are limited. The briefing aims to help the industry get up to speed with key retail trends,
developments and opportunities. It's also a unique opportunity to put your questions to IGD’s experts and
ECRA supported by the Australian Food
understand how IGD can help you to succeed in an evolving trading environment. and Grocery Council
For further information and to reserve your place now use the following link http://www.igd.com/index.asp?
id=1&fid=2&sid=1&tid=0&folid=0&cid=1671. Or contact Samantha Blake (samantha.blake@afgc.org.au or 02
6273 1466).
About ECRA
Efficient Consumer Response Australasia (ECRA) is the only industry body that brings together suppliers and
retailers/wholesalers to promote industry-wide initiatives in the supply chain that deliver benefits to the industry
and the shopper.
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5. ECR Extra - November 2010
ECR Europe
The ECR Europe Conference can be found by clicking on this link, or going to the website at
http://www.ecreuropeforum.net/
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6. ECR Extra - November 2010
The Consumer Goods Forum and ECR
The Consumer Goods Forum
(TCGF) and ECR have recently
clarified the relationship between
each other, with TCGF talking the
lead on strategy development
matters of global relevance and
ECR Regional bodies managing
global implementation and
establishing regional strategy.
ECR organisations at country level
will then implement the global and
regional strategies on the ground,
whilst developing and
implementing local strategic
initiatives. The following charts
show the relationships between
TCGF and constituent groups, as
well as with ECR (with ECR
Europe in the example).
The Consumer Goods Forum deals with: ECR Europe deals with: National ECR deals with:
− Global, strategic topics affecting all − Strategic topics relevant for Europe, − Strategic topics relevant for their local
regions. taking into account TCGF perspective. markets, taking into account ECR
− Setting a framework for the industry. − Regional operations (to implement Europe and TCGF perspective.
European and global strategies. − Local operations (to implement local,
Regional and local organisations can contribute TCGF and national ECRs can contribute European and global strategies).
ECR Europe Initiatives
At the recent ECR Europe General Assembly in Geneva, three major initiatives currently underway were reported
on. The initiatives are:
1 – Consumer/Shopper Journey:
The aim is to develop a common framework around the ‘shopper journey” with objectives being to deliver: a
common agreed approach; tools and methodologies to gather insight regarding the journey; demonstration of how
to integrate and action in the markets. Pilots are being undertaken with a view to development of a new blue book
and toolkit prior to the conference in April 2011.
2 – OSA Reloaded
With OSA remaining at 8% globally step change is required, hence the development of the OSA Reloaded
program. OSA Reloaded has 2 pillars: ‘Highlighting the Business Case’ and ‘Barriers to be Overcome’. Key
outputs will include real life examples of overcoming the barriers to OSA and the creation of a toolbox for how to
overcome barriers (similar to sustainable transport road map).
3 – Inventory Optimisation
The objective is to develop a strategy to reduce inventory for both business partners and overcome the unilateral
approaches of today. Deliverables are to include a blue book highlighting: Drivers of excess inventory; Root
causes of excess inventory; How to address root causes. Outcomes are to be delivered at ECR Europe
Conference in April 2011.
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7. ECR Extra - November 2010
Progressive Management Program
PMP is a Leadership Programme for executives in the Consumer Goods industry. Designed for the consumer
goods industry by the industry, the PMP joins tomorrow’s leading retail and suppliers executives in a series of
shared learning journeys, thereby helping both sides understand each other better and build relationships that will
last into the future.
The 2011 dates for the program as follows:
Module 1: Leading Change at London Business School – 30 January to 4 February
Module 2: Generating Demand at Wharton in Philadelphia – 28 March to 1 April
Module 3: Executing Supply at WHU in Vallendar, Germany – 23 to 27 May
Module 4: Leading Change at INSEAD in Fontainebleau, France – 5 to 9 September
Places are strictly limited on this unique consumer goods-focused programme and the Consumer Goods Forum is
building awareness of the PMP with all its members worldwide, so potential attendees are urged to indicate their
interest as soon as possible
The brochure and application forms are available on the website http://ecr-all.org/shared-learning-initiatives/
progressive-management-programme-2010/
Jointly Agreed Growth
Household consumption in the 27 European Union member states (EU 27)
reached over 6.6 trillion Euro in 2006, an annual 4% value growth (2.1% volume)
and a 2.7 trillion Euro growth over the last 10 years.
In the Eurozone only, household savings reached 768 billion euro a year in 2006,
over 3 and 4 times the level of savings in Japan and USA, demonstrating
thereby a huge potential for growth for the grocery industry. Growing the grocery
market in a sustainable and profitable way for all, by better satisfying shopper and
consumer needs is imperative.
ECR Europe has drafted a user guide for commercial teams, the Jointly Agreed
Growth Process (JAG), recommending a 3-year business plan with annual review.
Use http://ecr-all.org/blog/category/europe-bluebooks/ to access the report.
New ECRA Board Members
Gijs Faber, General Manager Supply Chain
Foodstuffs (Auckland) Limited
Gijs Faber has 24 years of experience in Supply Chain and IT, covering four
continents and 28 business environments.
His expertise includes retail logistics, restructure and business process redesign of supply
chains, Advanced Planning and Optimisation, ERP selection and
implementation, Efficient Consumer Response in retailing and FMCG
manufacturing, logistics and distribution strategy development, field service
logistics process redesign, factory layout and relocation, just in time process
implementation, and logistics process redesign in services /healthcare.
As General Manager Supply Chain with Foodstuffs Auckland Ltd, Gijs is
responsible for procurement and physical distribution. Previously, Gijs was
General Manager Supply Chain with Farmers Trading, CHH Wood Products and Fletcher
Challenge Steel Products.
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8. ECR Extra - November 2010
Dan Gilbert, Sales Director Grocery
National Foods Limited
Dan joined the National Foods leadership team in
July 2010 from Lion Nathan in New Zealand, where
he was the National Accounts Director responsible for
Beer, Wine, Spirits and RTD sales.
Dan has extensive FMCG experience, holding a
range of senior Sales and Marketing roles with Lion
Nathan over the last 10 years and previously at Mars.
ECR Australasia Board
The ECR Australasian Board comprises senior executive representatives from food and grocery retailers,
wholesalers and suppliers. The full membership of the Board is:
Martin Drinkrow (Chair) Clorox Australia Pty Ltd Tristram Wilkinson Kimberly-Clark NZ
Gary Tempany Metcash Trading Ltd Matt Swindells Coles Group
Matthew Foster Procter & Gamble Australia Pty Ltd Kevin Jackson Sanitarium Health Food Co
Gijs Faber Foodstuffs Auckland Ltd Dan Gilbert National Foods Ltd
Mark Payne Coca Cola Amatil Ltd Katherine Rich, NZ Food & Grocery Council
Peter Elms Woolworths Ltd Alain Moffroid, Unilever Australasia
Murray Johnston Progressive Enterprises Ltd
George Adams Coca Cola Amatil NZ
Contact ECR Australasia How to join the AFGC
Samantha Blake Katherine Rich AFGC, NZFGC members and participating
Manager, ECRA CEO, New Zealand Food &
retailers members can avail themselves free of
samantha.blake@afgc.org.au Grocery Council
admin@fgc.org.nz charge of the output of ECRA activities.
John Cawley
Assistant Manager, To join the AFGC please contact David Hall on
ECRA PO Box 1925, Wellington 6001
02 6273 1466 or david.hall@afgc.org.au
john.cawley@afgc.org.au New Zealand
Ph: (64) 4473 9223
ECRA Secretariat
Fax: (64) 4496 6550
Locked Bag 1
Kingston ACT 2604
Ph: (61 2) 6273 1466
Fax: (61 2) 6273 1477
ECRA supported by the Australian Food and Grocery Council Page 8