Shelley and Anu Goel hatched a scheme to deliver bigger egg sales over Easter and it paid dividends with a huge sales uplift for the store.

The One Stop retailers saw sales rise by almost 40% at their shop and post office in Solihull after widening the range of eggs on offer to include premium products.

They sold more than 5,000 shell and filled eggs to become one of the franchise’s best performers.

Shelley Goel told Retail Express: “You can have too many assumptions about what customers will and won’t buy. One Stop suggested we try premium eggs and widen our range, and it really helped. If customers only see £5 eggs, they’ll go to Tesco or Sainsbury’s.”

Find out how other retailers increased their stores' total sales by 30% over Easter weekend.