Colin Munro, Miconex Managing Director was asked to comment by BBC Scotland on the 0.5% fall in Christmas retail spend in Scotland, "total numbers such as this don't tell the full story. We need to be able go way beyond this, to start talking about customers rather than total spend by sector, comparing one town or city with another. It's much more meaingful to understand what type of customers are visiting and what they are purchasing when they are there. We need to learn from online marketplaces such as Amazon and be able to better measure performance and test the impact of marketing, proposition etc, we need to get to know our customers."
BBC Reporting Scotland 15th January 2020, Retail feature starts at 13:35: