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Retail is increasingly online and digital, not merely in terms of the purchases made, but with regard to the supporting infrastructure around advertising, loyalty, promotion and marketing. As transactions have moved online so, too, has the wider ecosystem evolved to keep pace. Advertising is now delivered to consumers across a multitude of screens, with brands and marketers keen to exploit the respective benefits of each device type. Loyalty schemes and promotions can draw on the assets that connected devices have to offer, delivering targeted, personalised, timely campaigns based on the profile and location of the consumer.
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