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Why POS is back in the game
"There is an industry-wide perception that POS and shopper marketing was the camel with the worst breath. No longer. The data available, thanks to online shopping and loyalty cards, mean brands and retailers know precisely what products are being bought, and they can therefore push digital activations that are infinitely more relevant to a particular shopper."
Head of digital for Ogilvy Action Hugh Boyle tells Cream how retail is reaping the benefits of the digital revolution.
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