I need to buy a gift, but where is the shop located?

Poster advertising Passages Gift Shop, Horseshoe Bay Ferry Terminal, West Vancouver, BC

Oh great. I need to pick up a Christmas gift. I'll just nip down to the Passages Gift Shop. But wait. Where is the shop located?

And therein lies the problem. The shops are located on "selected vessels". So why doesn't the sign say that?

I've said it numerous times. Retail is a business of a million little details. Get them right and you prosper. Get them wrong and you drive your customers around the bend.

Last week this sign was one of the things driving me around the bend.