This opens up the possibility of this installed base of scanners to be able to process barcodes, coupons, loyalty cards and gift cards directly from mobile devices no physical packaging, cards or coupons required.

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Extending that concept even further are people, process, physical evidence, packaging, partners and payment.

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But though retail prices are higher at physical retailers, the margins per unit may be smaller when factoring in the cost of packaging and shipping for a physical game.

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The overriding impression I carried away from my Hawthorne visit was that, although it all comes back to taste at PepsiCo, the physical sensation of tasting has been so thoroughly mediated by advertising and packaging that no one knows anymore where the physiological experience ends and the aspirational experience begins.

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Also, classical record collectors want the booklet texts and the attractive packaging many classical albums have to offer, including lyrics, and often prefer purchasing the physical CD to downloading files.

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