Iniciativa ECR (Effective Consumer Response) is a joint activity of retail chains, manufacturers, and suppliers. As part of the Czech-Slovak ECR initiative, their mission is to work together to meet the needs of customers in a better, faster, and more sustainable way. The organization is structured to facilitate collaboration and offers membership opportunities for interested parties.

With a focus on sustainability, ECR promotes the sharing of international experiences and best practices. They host various events like the Annual Conference, workshops, and seminars to foster knowledge sharing and innovation. Noteworthy initiatives include Lean & Green, a prominent European program for sustainable logistics, and the Alliance for Recycling Support (APPR), which aims to strengthen sustainable recycling practices.

ECR also has working groups dedicated to topics such as electronic data exchange, benchmarking, and sustainability. By being a member of the ECR Community, they benefit from networking and knowledge exchange with colleagues from other countries. Coordination of ECR activities is provided by GS1 Czech Republic