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Nothing short of total reinvention is required and I think these boys will do it and make it work.

The High Street will be dominated by retailers who put digital first and use their stores and other assets to make digital more effective - and in doing so create the best propositions and crush the inherently limited pure-plays.

The High Street will not be saved by £10m of nonsense spread across the entire country. Or by retailers who 'only' use digital channels to extend and preserve their existing models.

And just calling it 'Omnichannel' doesn't change the game. It just adds cost and complexity.

Digital first. Use assets to drive digital.