Winning During the 2018 World Cup

The 2018 World Cup in Russia kicked off on Thursday with an emphatic win for the host nation and although England’s chances of making an impact on the World stage are the lowest they’ve been for quite a while, there’s a huge opportunity for retailers to win this summer.

The Nation will be gripped by football fever with over half the population set to tune into the World Cup and convenience sales are set to be boosted in key categories as 86% of viewers are planning to watch the World Cup at home. It is crucial that retailers are prepared to cater for the viewers’ needs, tempting shoppers through quality ranges, eye catching themed displays and enticing cross promotions.

Crisps and Beer are the top two categories of choice to consume during the football, whilst Pizza will also be very popular, with 1 in 3 shoppers looking to choose this easy meal solution when rushing back for the 7pm kick offs. Pairing these with beer or soft drinks in a Football themed meal for tonight deal could help drive basket spend, as shoppers look to treat themselves in the evenings and on weekends in front of the game.

Four in five viewers will be enjoying the action with friends and family, so sharing pack formats and multi-buy promotions will be very important as shoppers look to cater for others’ needs. The good summer weather that most of the nation is enjoying at the moment could lead to more barbecue occasions, especially whilst England are playing. Offering a good range of fresh meat and barbecue accompaniments will encourage shoppers to up their basket spend.

Price and promotions shouldn’t be the only factor in play and we could see customers trading up this summer as more affluent shoppers see convenience as most important when choosing which shop to choose for their World Cup trips. One in five ABC1’s said that they were planning on buying food or drink at their local convenience store for the matches. Retailers, therefore need to make sure that they have craft and premium options readily available to cater for different demographics in-store.

Aside from the usual food and drink offerings, many convenience stores and newsagents will already have taken advantage of the Panini World Cup stickers craze hitting the nation. With it rumoured to cost around £800 to complete an album this year, there could be a lot of opportunities to win your share of those purchases. 20% of 18-34 year olds have either bought stickers for themselves or for someone else. This demographic is the most impulsive in convenience so retailers need to make sure that their sticker offering is clearly visible, near the till to encourage shoppers into that unplanned purchase.

Ultimately, the success of England will have a huge impact on retail sales. They kick off their campaign against Tunisia at 7pm on Monday 18th June before facing Panama on the 24th and Belgium on the 28th. Retailers need to ensure that they their ranges are ready and have good availability in the build up to these matches.

If England have a good tournament, then there could be an extra four matches to be played so let’s hope that Gareth Southgate’s young guns can deliver the goods!


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