THE CHANGING FACE

In a changing world retailers must ‘keep up with the times’ if they are to survive. The day of the Victorian emporium where frock coated assistants served from high oak counters whilst cash tubes whizzed recklessly around the ceiling have long since vanished. Yet many shops have undergone few changes in design since those days. James Pilditch argues that a major way to improve sales and profitability is to re‐define the store image and aim at a particular audience; it is impossible he believes for a shop to be all things to all people.