By Debra Jamieson, UK Point Of Sale Group
The 2010 World Cup, which takes place between June 11 and July 11, is predicated to give the UK’s economy a much needed boost this summer.
Knowing what your customer will be looking for, knowing whether your customer is male or female, early thirties or late fifties, has a price to pay in making sure your point of sale promotions hit the mark. Are you appealing to the wives and girlfriends of the football fans or the fans themselves? Are you trying to encourage impulse buying or cross-selling?
Remember, this event only comes around once every 4 years so make the most of it. As with all successful businesses, knowing who your target audience is, is fundamental to your success this summer. You can then tailor your promotions accordingly and keep your existing customers happy, while, most importantly, attracting new ones.
Prepare for their more relaxed attitude to spending High hopes are pinned on the England squad progressing well throughout the competition and it is expected that this will be reflected through consumer spending. Branded novelty promotion items, new flat screen TV, and BBQ items are likely to be on people’s shopping lists this summer as fans prepare for the month long event.
This indicates the importance to retailers that preparation is key when taking advantage of the more relaxed attitude of the consumer in their World Cup spending. According to a South African online news source, Daily News*: “the British Retail Consortium estimates that the 2006 World Cup generated £1.25bn in retail sales and anticipates similar for 2010, with more if England progress further.”
It further comments: “A recent survey by PricewaterhouseCoopers showed nearly 15 percent of consumers intended to buy more if England won the World Cup in South Africa, treating themselves to new purchases or celebrating in pubs and restaurants.”
Preparation before the World Cup, and after, is crucial. Think about offering incentives to customers who came back and purchase goods after the World Cup to start building a longer-term relationship with them. Think about your use of indoor and outdoor space Displaying your products and promotions clearly through the use of display bridges and support stands is crucial.
Think about your reception area, your shop window, and any communal areas your customers visit, and put yourself in their shoes. What is it that you would be tempted to buy if you saw an offer at that particular moment in time? Dedicate a prominent place for your World Cup promotions so they stand out, as essentially the positioning is just as important as the offer it promotes.
Make sure you’ve considered all of your options – for example poster holders and pavement signs, to ensure all of your offers are visible to your customers. Then sit back, relax and enjoy the football…
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