Actually Myer needs to compete to compete!
Retail is simple in a few ways, advertising is one, spend the money on advertising when you are slow and you can't really afford it, not when your shops are full and so are your coffers.
It does two things, brings in customers when you actually have capacity to serve them and ensures the advertising spend you make is more targeted and effective (due to higher oversight of spending in tough times).
Very difficult for many people to grasp and implement this concept but you bet your ass John King can
(20min delay)