Team GB earns stores more than medals this summer

Retail Express look at how the 2016 Olympic games and Team GB have helped convenience retailers drive footfall in their stores this summer.

Team GB might have been at the Olympics more than 5,000 miles away, but that didn’t stop convenience retailers bringing the games to their local area.

Retailers used social media to promote their alcohol deals and drive footfall. Costcutter Farnworth in Bolton had 10-packs of Fosters for £7 and cross-promoted spirits with mixers to celebrate the games, while Mandeep Singh of Singh’s Premier in Sheffield ran a Cîroc giveaway on Facebook, attracting more than 300 likes and 200 comments.

Olympic promotion in Costcutter Farnworth store“Thanks to our promotions on social media, Cîroc is now our biggest spirits line. We want to get all the flavours in because they do so well,” he said. The store partnered with Strongbow, which is the official partner of Team GB, to get some branded merchandise.

“We also had Team GB shirts specially made, which have our ‘The Singh Team’ logo in a Union Flag pattern. We’re giving some of those away too,” he said. The Singh’s Facebook group has nearly 14,000 members and regularly has competitions and giveaways for their customers. “You’ve got to be real on social media and keep things fresh. Don’t just tweet offers, tweet pictures of you and your staff having fun in store.”


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