I get to speak to a lot of retailers during the course of my day job.
Many of them are struggling to keep their heads above water and most of them think they know why;
'It would all be different if the government taxed e-commerce'
'The economy will pick up after the election'
'It's been a warm winter'
'Everything will go back to normal when the football season finishes'
These reasons all have one thing in common - they all assume that the present trading conditions are abnormal and that the sector will somehow return to 'normal' when this or that thing happens.
Last week I met a retailer who offered a more realistic assessment of the retail industry;
'Now is the new normal'
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