A couple of weeks ago I was talking to a technology company sales executive, who at the time was trying to make the case that retailers needed to do a better job of managing their cost to serve. Basically, if a shopper engages with a retailer in, for example, the store channel, the retailer should be doing everything in their power to incent the customer to stay in that channel and not use any others, because the more channels a customer uses, the more expensive the transaction is.