Skinner’s is not one of our big sellers, but like many retailers, I am happy to get it in to order, so no problem when someone asked if we stocked Skinner’s muesli. I gave them a price and said that our main delivery comes in every Wednesday, so as long as I know by Tuesday lunchtime, we should be able to oblige. It turned out that I quoted £1 more than they were currently paying, but the outlet they go to is 25 miles away. So they go on a 50-mile round trip, which takes at least two hours and costs around £5 in fuel, to save £1. I was very happy when two weeks later they placed their first order.