EPOS Data: A User's View
Alan Wolfe Ogilvy & Mather Limited
The data from EPOS electronic point-of-sale technology can potentially revolutionise quantified research in the packaged goods field, and be of enormous value not only to retailers but also to manufacturers' marketing decisions: the data, however, belong to the retailers, who for various reasons may be reluctant to make them available. Yet although EPOS is only possible because manufacturers have bar-coded their products, they have done so without demanding anything In return, and it is high time for some retrospective concessions to be negotiated. In fact,...