Just spend a day looking at food retailers in Scotland on a tour. Interesting development. Whether the retailer spend a lot of money or not on the capital investment the majority of them were achieving a sixteen pound average sale. But, the one store that had the customer flow wrong had an average sale of eleven pounds and average sale. I remember Paco Underhill showing that a difficult customer flow can cost you business two pounds per customer. This theory has been proven to me in this situation. This also highlights that you have to get the basics right to make the sale. Over capitalising is not the way forward, it is getting the basic principles of retailing correct.