Playing out the World Cup in-store

Retailers notoriously spend millions of dollars on sponsoring large events, but when it comes to translating marketing campaigns in-store retailers fall flat. In an article posted by Talking Retail, retailers fail to deliver marketing campaigns at the most critical part of the customer journey, the point of purchase. With tough competition in-store, Taking Retail gives some pointers on how to make your World Cup promotion stand out against the rest.

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From the article

Business has long known that big events can be an opportunity to drive sales increases – evidenced by the enormous sums spent on event sponsorship. Yet for a long time, such activity seemed to grind to a halt at the store door, says Danielle Pinnington, managing director, Shoppercentric. She writes:

Major FMCG companies would spend a fortune on engaging advertising for their slots during the events, but seemed to ignore the real opportunity available at the point of purchase. The notional ‘line’ that marketing was either above or below acted as a barrier, which meant that much of the goodwill generated by an entertaining ad could be forgotten once at the fixture because there was no reminder beyond the brand logo.

There is an argument that the store is a more competitive place these days than the average England match, so is this the World Cup that signals a more concerted effort to persuade shoppers at the fixture by tapping into the event itself? Will we see more ‘through the line’ campaigns that travel the full length of the purchase journey from trigger to transaction?

There are some promising signs. Tesco – who probably feel a bit like an England team at the moment – announced a series of World Cup exclusives in London designed to attract football fans, on top of the in-store marketing already appearing across the country.

What was interesting was that the exclusives aren’t just about promoting beer or snacks on the basis those are relevant categories. Instead it is about tailoring promotions to reflect the matches going on at the time – so Corona beer when Mexico are playing, for example. The clever chaps at Walkers should take some credit for this, as they were the brand who came up with World Cup flavoured crisps four years ago, sparking real enthusiasm among shoppers.

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The big watchout, of course, is that if everyone is working hard to bring the atmosphere of the event into store, and to highlight the relevance of their product or category to World Cup supporters, there is going to be a lot of clutter for shoppers to wade through.

So, for marketing teams putting the final touches to their World Cup shopper marketing campaigns, we recommend you get out of the office, visit a range of the stores you are distributing to and look at your fixture and the store as a shopper, asking yourself:

  • Which brand or activity catches the eye – can your activity visually compete?
  • Which POS mechanics are being used – will your own activity be doing anything different?
  • How much additional noise is the retailer introducing to the store – how can your activity standout against that?

Admittedly there isn’t much time to make major changes, but by casting a shopper eye over the competitive environment it might just be possible to make the tweaks that get the ball firmly in the back of the net!

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