How is your World Cup going? Has your sales strategy worked in practice? However you are doing so far, RN has gathered some top advice on how to boost your profits

The World Cup has already created drama, celebrations and controversial VAR decisions aplenty, but with England looking strong, the opportunity to profit hasn’t gone away.

In fact, we’re only just arriving at the knockout stages as you read this. Thus far, there has been no shootout drama and as the games go on, the tension is only set to build. 

Top suppliers are working to help retailers take advantage of this. “With 52% of beer and cider value sales taking place over key seasonal periods, the World Cup presents a vital opportunity for retailers to unlock value in the category,” says Toby Lancaster, category and shopper marketing director at Heineken. It is, therefore, no wonder the industry is coming together and investing in support for independents.

RN has spoken to some of the biggest brands in convenience and asked them for some mid-competition advice – simple things every store owner can implement. Make sure when shoppers need to stock up on drinks, snacks and confectionery ahead of a big game, it is your store they think of first. 


Get your displays match-ready 

Susan Nash

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

Amy Burgess

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. 

Read more: Coca-Cola launches EA Sports World Cup on-pack promotion

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.

Read more: Budweiser goes all out for the World Cup

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.