How can the World Cup boost retailer profits?
RN speaks to some of the biggest convenience brands, asking them for competitive advice to boost your World Cup store profits
Get your displays match-ready
Trade communication manager, Mondelez
Retailers can make the most of the World Cup by creating theatre in-store. Stores should utilise manufacturers’ PoS and football-related items. Retailers should also group products together and position them in high-traffic areas. To really capitalise, staff could wear football shirts, too.
Focus on soft drinks for non-drinkers
Trade communications manager, Coca-Cola European Partners (CCEP)
With 21% of adults now choosing not to consume alcohol, soft drinks provide a major opportunity for retailers to increase their sales to customers enjoying nights at home. Sharing formats are really important, so ensuring shelves are stocked up with well-known brands is vital.
Utilise cross-category opportunities
Sharon Palmer – head of trade marketing,
BU North at AB InBev
Retailers can really benefit from the World Cup – 81% of shoppers who are purchasing beer to consume at home do so when watching a sporting event on TV. For football-focused occasions specifically, the top three purchases are beer, savoury snacks and soft drinks.
Chill your beer and cider range
Toby Lancaster – category and shopper
marketing director, Heineken
Shoppers are twice as likely to purchase chilled products, so ensure your beer and cider offer is well chilled and shoppers won’t venture elsewhere. Equally, most beer and cider sales are sold in single or small packs, so ensure your fixture is fully stocked with the right pack sizes.
Become a World Cup destination
Rebecca Smith – head of circulation, Panini
Panini distributed 20,000 promotional packs to independent retailers but we still have some left – the more promotional albums you give out, the more likely shoppers are to jump into collecting and repeat purchase throughout the next few weeks of the World Cup.
Register to comment and get exclusive content and subscribe to the online and print versions of Retail News.Become a member