Tesco has, by its own standards, suffered something of a trading setback with a fall in like-for-like sales over recent months.
Regular customers will know this is the inevitable consequence of extraordinary complacency at board level and a general air of indifference on the shop floor.
In response, the company has decided to help reinvigorate its fortunes by using less garish signs, warmer colours and better lighting in its stores.
Do they really believe people have stopped spending because of in-your-face labels, clinical decor and shoddy illumination?
They should begin by getting their prices right, telling staff to cheer up and ditching the patronising ‘every little helps’ advertising campaign.