Sheffield retailer Jai Singh has dressed his store with flags, medals and a cardboard stand-up of athletes with faces cut out so that parents can take photos of their children looking like medal winners.

Jai said “We are giving every child who joins in the fun a Cadburys gold medal as a ‘reward’, it certainly has brought a lot of great customer feedback and a smile to the children’s faces!”

On top of this he has bought in a selection of team merchandise to sell, including  Corgi Mini Olympic Torches.

The in-store theatre has added a buzz to the store and allowed Jai to push beer, snacks and other promoted lines.

Despite having had a 24 hour Asda open near his store last year he found the added colour in his store has helped to build turnover.