Disappointingly, with six years’ worth of data now available, comprehensive industry improvements have yet to materialise, according to ECRA.

Winning in January

27 May 2014

Product availability in January has been a challenge for the fast moving consumer goods industry for many years for both retailers and suppliers.

January brings together a unique set of circumstances: Christmas, the summer holiday season, an increase in public holidays and changing weather patterns.

In 2009, the board of Efficient Consumer Response Australasia (ECRA) first identified improving January service levels between suppliers and retailers, and between retailers and their stores, as a major opportunity for industry players to collaborate under the banner of ‘Winning in January’.

In 2014, ECRA has again undertaken a data-based approach to reviewing service performance levels into stores for the period over Christmas and New Year and the month of January 2014. The data capture was undertaken with the collaborative support of Coles, Metcash and Woolworths.

For the first time, a New Zealand perspective has been included thanks to the support and participation on the parts of Progressive and Foodstuffs.

The resultant 2014 ECRA Winning in January Review is the fifth iteration of this annual fact-based suite of key industry results pertaining to optimising service performance and sales across Christmas and January.

Disappointingly, with six years’ worth of data now available, comprehensive industry improvements have yet to materialise. The headway made in January 2010 has not been repeated, calling into question the sustainability of process improvements made over the past years.

ECRA remains committed to working with industry to further improve on shelf availability (OSA) and as such intends to refocus industry efforts on this important initiative ahead of January 2015.

As such, this year’s report should be used to inform your business, prepare for 2015 and act as a catalyst for further discussion with your trading partners.

The industry needs a unique approach to deliver to shoppers during this time. Only through true collaboration will it start to see real sustainable improvements.

The 2014 ECRA Winning in January Review can be ordered at www.ecraaustralia.org.au.