def squash_verticals(df, vertical, rename='shop'):
    """ Rename all entries of the vertical column to a value.
    :param df(DataFrame): The dataframe
    :param vertical(str):  The vertical to seperate
    :param rename(str)<optional>: The name to rename all other verticals to
    """
    squashed = df.copy()
    squashed['vertical'] = squashed['vertical'].apply(lambda v: rename if v != vertical else v)
    return squashed