This paper describes the main elements of Efficient Consumer Response (ECR), a modern logistics concept. Further, the implementation of a new picking system within the framework of ECR is discussed and exemplified in a practical retail case. As a result, the authors show that already the adoption of individual ECR elements (e.g. picking sequences) may have a huge economic potential due to resulting more efficient logistics processes. Therewith, the implementation of ECR implies the opportunity of competitive advantages, especially for retail businesses.