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Online retailers put focus on the World Cup

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With just over a month until the month-long 2010 Fifa World Cup starts in South Africa on June 11, retailers are starting to put the big sporting event of the summer at the centre of their proposition.

Technology and sports traders are among those who have given their websites a World Cup feel as they promote goods from widescreen televisions to football kit.

They include, as highlighted on Snow Valley’s Snow Patrol Blog, competitions and other offerings from Curry’s, Dabs and Staples.

But some have gone further. announced on its Facebook page this morning that it had opened a pop-up Kitbag World Cup Store. Meanwhile its website has been World Cup themed, with official strips from a number of countries on offer.

Argos has launched a World Truck microsite promoting everything from official replica footballs to televisions, barbecues and garden furniture. Also featured on the site is a competition to win the World Truck – an Argos truck full of World Cup related goods.

Our view: The World Cup is a uniting sports event that tends to involve a high proportion of the population. E-commerce has developed significantly since the last time the competition was held, so this World Cup there’ll be new benchmarks to be set with the use of multichannel retailing in general and social media in particular.

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