Logic would say that freebies are the shortest route to falling margins, but shoppers look kindly on those who offer them.

Fancy a cup of strong coffee and possibly one of those crunchy Italian biscuits that sophisticated types dip into an espresso? And do you need to check your email to see whether you really will be off on that dream trip to Berkhampstead on Wednesday? Perhaps you need to do both, but your laptop’s at home and you’re down to your last 50p.

Don’t worry, at least not if you’re on Regent Street. It’s long been part of Apple’s retail proposition that you can wander into one of its stores and head for the nearest laptop to check your email. Most of the time, most of the ‘shoppers’ in this store have absolutely no intention of buying anything. Yet this remains, reputedly anyway, the highest grossing shop in terms of sales per square metre in the Capital. Clearly, something’s right and amid all the freeloaders accessing their Hotmail accounts, there are those who are prepared to pay full price for whatever is on display (when was the last time you noticed that it was Sale time in Apple?).

Email worries satisfied, it’s time for a swift single espresso to fortify yourself for the rest of the afternoon. Off to Nespresso then - further along the street. Walk into this store and you can choose your coffee blend, strength and style and then enjoy the resulting swift pick-me-up, which is rather more than you can do in many of the local coffee bars. So far, so economical. You’re informed, you’ve fed your caffeine habit and you’ve not actually spent a bean.

Now what about something else for nothing? Actually, there’s not much else and it may well be a case of digging deep or heading for home. Whichever you do, it’s perhaps worth reflecting on the success of Apple and the growing number of Nespresso standalone stores around the world. These are successful brands and part of that success is parting with the proverbial sprat to catch the in-store mackerel. In recessionary times it may seem to go against the grain to offer something for nothing, but on the evidence of these two brands, it’s worth it.

Value add, in the form of giveaways that make shoppers feel better about frequenting your stores needn’t cost much at all and if it means that shoppers choose your shop ahead of others, then that must be a positive. Now, about that free tie from M&S and the generous Parmigiano Reggiano sampling tray at Whole Foods…