Later this month the Glasgow 2014 Commonwealth Games will get underway and take its part in a truly exceptional summer of sport, which for local retailers could lead to a huge sales uplift.
by Kevin Scott
With a bit of luck the two weeks from 23rd July will be atypically sunny and warm and Glasgow will be able to produce a Commonwealth Games to live long in the memory. For any retailers who don’t believe the Games will capture the same attention that London 2012 did, him! research has found that 75% of UK adults plan to watch the Games. Of these, four out of every five are planning to watch the Games at home – which represents a huge opportunity for retailers. Jennifer Pratt, Insights Manager at him!, comments: “This opportunity starts with an understanding of what these shoppers plan to buy and who they plan to consume with.”
So it’s worth knowing that the majority of people who will be watching (64%) say they will be watching with their family, while one in five will watch with friends. “This highlights the need to communicate to your shoppers that you provide family and group solutions in the form of sharing bags, multipacks, and bulk-deals,” says Pratt. “The prime categories we predict can win during these few weeks are soft drinks, wine, beer and cider, and crisps, with over 30% of people telling us they plan to buy more of these categories during the Games.” It’s also worth bearing in mind that frozen foods and takeaways are not as high on people’s lists, with the intent appearing to be more around snacking than full meals. Pratt adds: “We know shoppers tend to use convenient formats more than large formats to stock up on party essentials such as these. That’s why full availability and accurate demand forecasting is vital during these weeks to maximise the sales potential.”
A number of suppliers are backing the Games in an official capacity which should make life easier for retailers. Among the sponsors are AG Barr, Heineken, The Famous Grouse and Kellogg’s. AG Barr has been carrying out a wide range of activity to enhance its role as Proud Supporter of The Glasgow 2014 Commonwealth Games and enable retailers to engage with their shoppers. “The anticipation is growing amongst consumers and retailers should look to harness the excitement which is building around this memorable sporting occasion,” says Adrian Troy, Head of Marketing for AG Barr. “There will be an additional 430,000 potential customers visiting Scotland for Glasgow 2014 as well as a large proportion of the Scottish population watching the action at home. Everyone will be expecting to consume Scottish products to befit the occasion.
AG Barr’s brands are all carrying the Glasgow 2014 logo and retailers should use these packs and POS in-store to maximise the incremental sales opportunity.” As part of AG Barr’s role as Proud Supporter of the Glasgow 2014 Commonwealth Games, the Barr Flavours range is investing £1m this summer. The campaign features new TV ads and digital activity as well as special packs and POS. The campaign sees the return of the popular cheeky can characters and emphasises the range of variants the Barr brand has to offer. “We expect to see demand soar for impulse cans and 500ml in addition to take home packs such as two-litre PET and multipack cans, so retailers should be prepared to stock up on all formats,” advises Troy. And don’t forget that Irn-Bru is highlighting its role of Official Soft Drink of the Glasgow 2014 Commonwealth Games with a £5m investment, including a new TV ad which is on air now.
The ‘Born to Support’ ad aims to rouse the sporting pride and passion of every Scot, encouraging them to get involved in the biggest sporting event ever held in Scotland. As the Official Water of Glasgow 2014, Strathmore will be on the field of play in every Games venue, hydrating 22,000 athletes, officials and volunteers and will be seen by millions of consumers. The on pack ‘Do More With Strathmore’ slogan is backed by a £500,000 spend including sponsorship of three leading Scottish athletes. Finally from AG Barr, the company is celebrating Rubicon’s popularity in many Commonwealth countries, including South East Asia, the Caribbean and Africa. Rubicon is investing £1m, including an on pack promotion across 10 million packs, giving shoppers the opportunity to win a holiday to a Commonwealth country of their choice plus one of 5,000 Rubicon branded back packs featuring the Glasgow 2014 logo. Fellow Official Provider Kellogg’s will be busy too with a 30p range of Cereal Snacks and extensive range of Commonwealth Games branded materials to help bring the Commonwealth Games to life in-store. To get a free Kellogg’s Commonwealth Games POS unit, call the Kellogg’s Kareline on 0800 783 6676 and quote ‘Commonwealth Games’ to receive a dumpbin or a floor standing unit. A Kellogg’s spokesperson comments: “Summer sporting events traditionally drive sales of alcohol, salty snacks and BBQ foods, but the increased emphasis on sporting legacy at the Olympics also drove sales of healthier categories. Events play a crucial role in giving shoppers extra reasons to visit stores and parents with children are especially receptive to in store events, so eye-catching and fun display space should be given to family friendly products.”
It’s not just sponsors that will be hoping for a strong summer thanks to Glasgow 2014. Susan Nash, Trade Communications Manager at Mondelez International, says: “The Commonwealth Games is likely to be a major opportunity for convenience stores, with many spending time watching matches in the comfort of their own homes, but choosing the right range can be difficult. Both sweet and savoury treats are popular choices for family and adult gatherings, and retailers need to make sure that all tastes are catered for.” She adds that with many events taking place in the evening, retailers have an opportunity to drive sales for the Big Night In. “To make the most of these occasions this summer, retailers should create a dedicated ‘Big Night In’ bay to make shopping for the occasion a convenient experience for the shopper and encourage the to buy all the products they need for the occasion from their shop.”
