Sir, I read with interest your coverage of the IGD conference (16 October, p8).

IGD chief executive Joanne Denney-Finch, referring to technology, declared "the best was yet to come". She went on to say that in particular retail technology was 'leaping ahead' and that could only assist in convenience for shoppers.

For the past six years we have worked with The Co-operative Group to create a workable, efficient media centre where brands can co-ordinate in-store budgets and plan promotional campaigns.

This centre is linked to all the in-store digital points of purchase and brands are now seeing the benefits.

There is no doubt in my mind that retail marketing positively ­influences shopper behaviour towards brands and should increase sales for all products, whether or not they are on promotion.

If brands do not embrace retail technology they will become the homeless of the grocery sector.

Dominic Rowbotham, head of business development, RMI