uriosity the customer will bathe in the same 15 minutes of limelight they did with online shopping before returning to their favourite sensory gratifying jaunt. Retail employees, be circumspect with your allegiances, ever wary not to end up walking the gangplank in the clamour for bounteous waters and expectations of Atlantis. On the other hand, the less astute businesses will flounder as experienced world traders deploy every manoeuvre at their disposal. Eventuating a potential virulent rupture of clientele and personnel the unprepared may not survive.  The consumer will determine the divide which may eventuate the abandonment of ‘old faithful’ forever. The more savvy team member will grasp at straws or carrots to distance themselves from the inevitable downward spiral. Why these brands choose to widen their exposure to foreign soils may be an indication of an inability to capture market share in their own backyard. Which raises questions on how they intend to identify with a public they have limited experience of and what they will do differently? Of course, the alternative is they have cornered and exploited their own markets to the fullest and now seek to do the same elsewhere. Albeit a much harder and less believable explanation on many accounts. The genuine and more esteemed players will be in it for the long haul by taking the time to become part of the community through mutual interaction and benefit. There is always space for those willing to add value and contribute. Thoughts? Dave Farrell is a retailer with three decades of experience on three continents. He can be reached at alliance@vodafone.co.nz.