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It’s not what you do, it’s the way you do it

By Alex Wood, strategy director at creative technology agency DT. Retailers that focus on how they connect over what they sell might just discover the best defensive strategy ahead of Amazon’s arrival. The impending arrival of the big A on our shores has promoted a healthy swathe of doomsday thinkers rushing for the panic button as agencies, brands and retail marketing leaders ponder how to face a challenger who proudly boasts – ‘your margin is my opportunity’. It’s a confronting