All the world’s a stage and every retailer plays a part. Now, admittedly some retail isn’t very theatrical. It doesn’t need to be. If you are buying milk, you just want to find the milk, pay as little as possible, and get out of the shop as fast as possible. Indeed, if someone could deliver it to your doorstep you’d be pretty happy about it (now there’s an idea). But for everything else that isn’t a commodity or habitual purchase, it is the sizzle that usually helps sell the steak.

If you don’t believe us, visit a beefed-up butcher called Victor Churchill in Queen Street, Sydney. No pre-packed meat here. The steaks here are displayed like fancy frocks and the staff perform like actors in a well rehearsed play. Some people watch, some people buy but all are equally entertained.