Our retail image of the day – Tuesday 25th MayWe have decided to develop an ‘image of the day’ feature to look at the best practice side of retailing. Operating in a similar vein to the retail advent calendar that was successful last year. Tuesday’s image is via Swadeshi Store.Our image features a basket of shopping which the customer in no way intended to buy on that trip. She told me as much, she’d only came in for a birthday present and card.The reality is that this is the job of everyone, the store team can only ‘cook with what they’re given’ in terms of range and pricing. If a customer comes to you for a mission, be it tonight’s evening meal, or a birthday present.What else can they be encouraged in to buying at the same time? Whether they’re stocking up, shifting spending or spot a great deal or two. The product has to be priced right, displayed right and appealing enough to purchase. Product packaging, layouts and shelf edge disciplines etc all play a part.Larger retailers face a struggle.Any good retail turnaround involves growing volumes, with like for like sales growing as a result, because of the trust a customer has for the chain, with all that they’re able to offer.It’s the mark of a great retailer, giving the customer what they want, and perhaps what they hadn’t thought about wanting, but also want.The variety discount model certainly helps volume driving activity.Great value is a byword at these stores, but that basket of shopping on the checkout belt represents volume that has been taken away from ‘a big shop’ at a larger retailer, no question.For online and digital folks. Getting extra spend online is difficult, especially given the ability to see promotions and how easy it is for customers to be habitual.Getting just one more in the basket is a major test for digital channels too, of course. That channel has clear growth but remains akin to a garden of weeds, growing out of control.