The shop decided to get rid of its "bulky, toy category" preferring instead to increase their home electricals and technology offering, which they said was "a better fit with our strategy."

In its latest report, Jersey Electricity noted: "We have continued to expand the range of heating products and smart technology, including subcategories ‘wearables’ and ‘rideables’ such as electric cycles. We have also seen some encouraging improvements in trading levels in our St Helier town store, where we have revised our proposition to focus more on high tech consumer electricals, including TVs in which we are particularly competitively priced.

"This year we have started to use technology extensively in the way we run the business - assisting us with category management, ranging, pricing and margin analysis. Also crucial to our success, we have maintained our investment in people development and staff training by introducing a new training programme aimed at further enhancing customer service skills and product knowledge among our key customer-facing staff. Whilst customer feedback on pricing is very positive, we believe staff engagement and customer service remain critical to differentiating our offer in the local market and in particular against the UK online threat."