The impact of electronic point of sale technology (epos) on marketing strategy and retailer‐supplier relationships

Abstract

EPOS is an established and rapidly growing feature of the UK retail scene with a wide range of potential impacts across the whole value chain. This paper focuses upon the more immediate impact of EPOS on the marketing strategies of retailers and their suppliers and on the retailer‐supplier relationship. Emphasis is given to the potential which EPOS presents for the development of new approaches to channel co‐operation and for the building of new patterns of strategic alliance.