I’ve actually gone and done it – we had a winter sale at Formations direct! Over a 7 day period we cut the price of electronic online identity checks by 1/3 and the response was extremely positive. Certainly a better result than Tesco and the likes. Now I am a proper retailer. I am now considering whether I should put on an apron and stand at the door of my emporium a la “Open All Hours” and contemplate life at the end of each day prior to locking up.