The success of the CRP program with leading mass-merchandisers generated interest from
other retailers in the new process. By 1990, most large mass-merchandisers had fully implemented
CRP. In 1990 and 1991, three grocery chains adopted CRP with P&G, and the innovation proved
highly successful in reducing inventory and stockout levels for these early grocery pioneers. CRP
adoption started with diapers and then expanded rapidly to other products as the potential for
mutual cost reduction was demonstrated across the channel. CRP's success with early partners led
the head of the diaper product group to commit $1.5 million in development funding during 1991 to
expand the initial CRP system into a more robust production system that could be expanded to as
many customers as needed. The increased sales and profits from the initial adopters of CRP were
enough to justify the entire development cost being funded by this single product category!