With the World Cup underway, some UK retailers are demonstrating various innovative ways of using retail maintenance alongside smart marketing to attract shoppers and improve their in-store experiences.
As the biggest sporting event in the world, the World Cup has a huge commercial element that runs alongside the action on the pitch.
Some aspects, such as high ticket prices, attract cynicism, but it is undoubtedly a global money-spinner, demonstrated by the array of major sponsors involved, who pay handsomely for the global exposure.
There are major opportunities here as well, with a survey by Voucher Codes indicating that:
· Football fans will spend £2.9 billion in retail stores during the tournament
· £1.9 billion will be on food and drink, as most games will be watched from home late at night
· The projected figure is 81 per cent more than for the 2022 Qatar World Cup and 46 per cent more than the Euro 2024 Championships
This indicates retailers are sure to cash in anyway and TV exposure may bolster some brands, not least food and drink makers.
However, when such events take place, smart retailers do not just wait for consumers to show up, but take extra steps with their retail maintenance and wider marketing to boost in-store experiences.
How Is Asda Boosting In-Store Experiences?
As Grocery Gazette reports, a good example of this is Asda, which has launched a ‘Bring it Home’ in-store activation, featuring elements like a player’s tunnel, crowd noise and actors, all aiming to recreate the sensation of being on the pitch.
Linked to brand partners such as Coca-Cola, Lynx and Budweiser, it is travelling around different stores in the second half of this month.
The aim is clear: To ensure retail during the World Cup is about in-store experience, not just online sales or just going into the nearest store to make basic purchases like beer or snacks.
Asda’s approach means it is going further than simply having signage or promotions with a few football logos or pictures of famous players.
It is focused on the approach that by taking tangible steps to enhance the in-store experience, retailers can attract more customers now and may be able to repeat the enterprise during future events.