, whilst never forgetting teamwork. Of late, the retail world is burdened with doubt and uncertainty, through no fault of concept or ideal, but rather poor deliverance and a digression from basics. Vast sums are squandered chasing the Holy Grail of abundance from the unfulfilled promises of online retailing – a bizarre notion of attracting clientele through the exclusion of human interaction and the obligatory sensory elements of sight, sound, taste, smell and touch. Today, retail is about the experience. No longer a place to shop, but a destination for entertainment where the public expects to be pandered, enlightened and fulfilled. The short-lived thrill of online shopping is all too evident by under-performing basket sizes, poor add-on execution and the cannibalisation of own brand outlets. The largest percentage increase of online sales by comparison to overall results is a consequence of misdirected focus and under-resourcing of core business. Take more time to walk the floors and interact with the very public who revel in the extravaganza provided by the successful retailer. There you will hear why online is not all it is made out to be – ignore it at your own expense. Forget the generational BS spewing from questionable sources about baby-boomers, millennial, X Y and Z. All are human and all respond accordingly irrespective of the device before them. Perhaps it is time for retail to treat online as a competitor rather than a troublesome ally? Time for both to step-up or ship-out, forcing manufacturers, distributors and hangers-on to choose where their loyalties lay. Appreciating an online presence is essential for showcasing the business and the probability that an online sales facility does just the opposite. There are no silver bullets. There is no way to predict the future other than listening to those who matter. Retail is about people, for people by people. Basics : simple, relevant, fun.