Scanning: A marketing tool for the manufacturer

Abstract

The advantages and disadvantages of scanning for the retailer have received a great deal of publicity; less has been said about the possibilities which exist for the intelligent use of scanning — and EPOS generally — by the supplier, and especially the food supplier. Charles Auld is firmly of the view that scanning can be used as a marketing tool; to assist the manufacturer in range rationalisation, in providing information about regionality of consumer behaviour, and in range extension. This is an edited version of a paper deliverd by Charles Auld at the annual conference of the Marketing Society held in November in London.

Citation

Auld, C. (1982), "Scanning: A marketing tool for the manufacturer", Retail and Distribution Management, Vol. 10 No. 2, pp. 37-39. https://doi.org/10.1108/eb018136