I don't profess to be an expert on the retail business. I've picked up the odd bit here and there on my travels so at the most I'd describe myself as an interested observer. I've never run a retail outlet of any description, but I can safely say I've been in plenty both as journalist and consumer.

And one thing you learn to spot very quickly when you're traveling as much as we do on kbbreview is who's getting the basics right and who isn't. Most of the retail market is dire at the moment and you would think that this is the time when you make sure the very basics are correct. Nothing fancy, just go back to core principles of display, sales and customer service.

If they're right, you've got your ballast to keep your ship steady in the storm.

So, you can see what's coming now can't you? Let's take, ooh, Homebase as an example.

I'm not one for much DIY but when a light fitting broke in my house this weekend I knew that even I could fix it, I just had to go and buy a new one. So off my girlfriend and I go to our nearest store which is Homebase (in Penge, if anyone from Homebase HQ happens to be reading this).

There in the atrium bit by the doors, like a set of Tupperware for giants, is a display of garden storage units. I had reluctantly agreed some time ago that we should get one of these to keep logs for the fire in but refused to pay more than £50 for it. Oh look, there's one for £39.99.

I found my light fitting (£2.49) but couldn't see these boxes anywhere in the store so went up to the till and asked the guy. Sorry, I needed to go to the customer service desk.

Ok, customer service desk? They'll get someone to help me - cue garbled PA message. After ten minutes and another message, someone turns up but needs me to go out to the atrium with them to show them what I'm on about (I've gone in and out of the atrium three times by now, each time having to politely shake my head at the poor woman selling conservatories who keeps looking at me hopefully). Off he shuffles to the warehouse and I return to the desk to wait. Ten more minutes pass and he returns to tell me they haven't actually got any.

So, let's recap. I went to buy a £2.49 light fitting, I spotted a display for something else at £39.99 which I decided to buy on impulse because I liked the price. So far so good retail. However, as Homebase is staffed predominantly by teenagers with clearly zero training in customer service (but great hair, I don't remember taking that much care with my weekend jobs) they didn't have in stock the very thing they've got in their prime display slot by the door.

Last time I heard, there was a recession on and every penny counted. I won't tolerate the 'what are you supposed to do with teenagers who only work at weekends' argument either - just go to Waitrose.

But, I can hear you mutter, you'd expect that from the likes of Homebase wouldn't you? It's different at independent retailers. Hmm, is that always the case?

My parents went into their local kitchen studio recently as they wanted to replace their filter hood with an extractor. "Sorry," they were told. "We only do complete kitchens." Sound familiar?

I appreciate that there's no profit in that job, and cash is king at the moment, but surely goodwill, reputation and customer service are assets that cost virtually nothing and they'll pay off when the market turns the other way. They may 'only do complete kitchens', but they won't be doing my Mum and Dad's when that time comes - they decided that as soon as they walked out the door.