Making the most of the matches

ALTHOUGH last year was quiet in sports-events terms we only have to look back to 2012 and 2014 to find years when major competitions like the London Olympics, the Glasgow Commonwealth Games and the Brazil World Cup made headlines.
Some of the best commercial boosts were achieved by retailers who grabbed the opportunities with both hands.
So, what’s a recipe for added-value success?

• Highlight the tournament and big-night-in goods like snacks, confectionery and TV meals on regular and special displays.

• In the drinks aisles use supplied POS materials to highlight the tournament.

• Talk about any deals and offers on big-night-in lines, running through the period, both directly to your customers in store and on Facebook, Twitter and other social media platforms if you use them.

• And think about running customer involvement activities, such as match-forecasting competitions, top scorer forecasts, and suggestions about how far in the competition certain teams will progress. And highlight them in store and on social media.