Retailing should be simple: sell the right products, in the right place, at the right price to the right customer in the right way and success is almost guaranteed. But retailing isn't simple - it's complex, capricious and notoriously difficult to attain success … and that’s mostly thanks to one thing: the consumer. How Britain Shops: Food & Grocery examines shifts in consumer shopping patterns against a backdrop of a market increasingly dominated by a handful of large players, rampant price deflation and expansion into the arena of neighbourhood retailing by the big supermarket groups.