What we see in the competitive picture at the moment is a lot of focus on convenience and price. But for us, they’re hygiene factors. Obviously you need to be aware of these things but a way to differ from your competitors is to actually be inspirational. Our new strategy is called ‘Experiences like no other’ where we aim to take more ownership of the whole customer journey and look at where we can inspire people, not just in the buying process but also before and after buying our products.