All the villains have only one goal: to kidnap customers from the shores of your retail stores. And in most cases, tie them up in the dungeon of your competitors, forever. There is also the supervillain, hell-bent on blocking the retailer from reaching out to the customer. We call him the devil. Remember, the devil is in the retail.
Say you sell two variants of a product, at two different price points. The variants are from two different brands, A and B. Both are similar, except for the choice of colours. The choice of colours available at Brand A is different from, but also compliments, that of Brand B. A shopper walks in. He is seen moving along the aisles that contain both the brands.