Following the financial crisis, stability and doing the right thing for customers and clients is now as equally important as profit. To achieve this difficult balance firms need to address their customer strategies, culture and conduct risk appetite together. Whilst intuitively the link between customer, culture and conduct is clear, in practice responsibility may sit in different parts of the business who are often working to Retail is going through unprecedented change with rising ecommerce and increasingly digitally savvy consumers. Retailers are struggling to keep up with consumers and hold costs down. The successful retailers have created a customer focused business structure that operates at a lower cost with greater agility.