The World Cup, the Glasgow 2014 Commonwealth Games, and the Tour de France, set to start in Yorkshire, are among the big events that will provide selling opportunities for online and multichannel retailers in the year ahead, it has been suggested.
Analysis from Savvy Marketing says that retailers and brands will need to work hard to boost their sales volumes next year, despite rising consumer confidence. One way to do that is to capitalise on popular events, and, says the company, now is the time to start planning.
“As well as using insight to gain a deeper understanding of the role these events play in the lives of shoppers, brands and retailers need to give greater consideration to how they execute campaigns in a multi-channel environment,” said Alastair Lockhart, head of insight at the retail and shopper marketing agency.
“Events are no longer the sole territory of superstores – indeed we suggest that some of the greatest potential event opportunities can now be found online and in convenience. There’s a lot to get ready for!”
Savvy Marketing questioned 1,000 household shopping decision makers to find the following attitudes to key sporting events of 2014.
The World Cup
Date: Thursday June 12 to Sunday July 13
Overall interest level: 54% of all shoppers (48% were interested in Euro 2012)
By gender: of interest to 71% of men and 41% of women.
Most interested age group: 35-44 (59% of this group are interested in this event)
Most interested supermarket customers: Tesco/Asda 56%, Morrisons/Sainsbury’s 55%
Wimbledon
Date: Monday June 23 to Sunday July 6
Overall interest level: 54% of all shoppers (up from 45% in 2012)
By gender: of interest to 59% of men and 51% of women
Most interested age group: 35-44 (59%)
Most interested supermarket customers: Morrisons 59%, Sainsbury’s 60%
Glasgow 2014 Commonwealth Games
Date: Wednesday July 23 to Sunday August 3
Overall interest level: 54% of shoppers
By gender: of interest to 60% of men and 50% of women (54
Most interested age group: 45-54 (61%)
Most interested supermarket customers: Morrisons 59%
Tour de France (starts in Yorkshire)
Date: From Saturday July 5
Overall interest level: 34% of all shoppers
By gender: of interest to 41% of men and 23% of women
Most interested age group: 65-74 (37%)
Most interested supermarket customers: Morrisons 34%
