DO televised sports events really provide major commercial opportunities for retailers? Well, specialist convenience retailing industry analyst HIM Research and Consulting knows that consumers take the events seriously.
The firm says that with Euro 2016 and the Olympic Games to look forward to this summer 2016 is “set to see the big night in get even bigger”. Some 44% of shoppers plan to watch the Euro 2016 tournament and 60% plan to watch the Olympics. And that should mean major opportunities, HIM reckons.
But it also says that during last year’s Rugby World Cup most shoppers headed to supermarkets for their TV sports-watching food and drink supplies, with price, location and range given as some of the most important reasons for doing so.
Val Kirillovs, senior client manager at HIM said there are ways that convenience stores can compete with the big guys. “Knowing the local community, tailoring solutions to local needs and supporting local events are where convenience stores can prevail and offer shoppers something most larger supermarkets struggle to pull off,” Kirillovs said.
“Brands should have a clear presence in store with themed products to drive additional visits and higher basket size. Suppliers should be working in partnership with other suppliers to bring together a full solution to the shopper in store, not just standalone products.”
Over 60% of shoppers aged 18-34 planning to watch the Euros said they will eat and drink more than usual. Multibuy promotions and “buy one get one free” will be great ways to attract those shoppers reckons HIM, particularly as 32% of shoppers will be watching with friends.
“Whether at home on their own, or carrying on the party after watching the game in a local pub with friends, sports fans will consume alcohol, soft drinks and snacks. They will also need quick and easy meal solutions like pizzas, racks of ribs and burgers,” he said.
Retailers should make sure they set up their dedicated in-store displays early, so that sports fans know that they can rely on them to provide them with what they need.
“We suggest creating displays at front of store, with relevant products merchandised together.
“Spar retailers can also use the newly developed front of store unit, launched last year,” he said. “This unit helps deliver impulse sales by making shopping more interesting and enabling local retail sales entrepreneurship.
“The units are ideal to display event-related content, such as a Euro 2016 display. The detailed wooden units are designed to create impact at the entrance to stores, so customers can see them as soon as they walk through the doors.
“This is especially important because the way people respond to seasonal events like major sporting events such as Euro 2016 are changing – shoppers are more engaged than ever with local products and promotions.”
