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Asics reported to have halted supplies to UK independent sports shops.

4 Jul 2023

The Guardian has reported independent sports retailers saying their businesses are under threat after Asics said it was cutting off supply to hundreds of small UK outlets, joining Nike and... Read more…

Half of young European consumers find it acceptable to buy fakes.

4 Jul 2023

A new study on the perception of consumers towards intellectual property published by the European Union Intellectual Property Office (EUIPO) has found that although 80% of Europeans believe... Read more…

Elmy Cycles featured in Daily Express ahead of Independents’ Day weekend.

29 Jun 2023

With this Saturday and Sunday marking Independents’ Day weekend, the culmination of the annual campaign to promote independent retailers around the UK, ACT member Elmy Cycles in Ipswich... Read more…

“AI has the potential to revolutionise the way retailers operate,” says Theo Paphitis

28 Jun 2023

Former Dragon Theo Paphitis has predicted retail will be revolutionised by AI technology.
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The Association of Convenience Stores publish their Crime Report of 2023

23 Jun 2023

The report estimates that there were over 1.1m incidents of theft reported last year. The most commonly stolen items as reported by retailers are meat, alcohol and confectionery –... Read more…

How fine food retail can be part of the solution to ultra-processed food

19 Jun 2023

Scientists and researchers have compelling data, showing ultra-processed food could be responsible for several health conditions – a recent piece in Speciality Food Magazine set out to... Read more…

PayPoint launches digital shopper marketing platform

19 Jun 2023

Retailers will be able to drive customer spend, digital media use, push new product development and increase sales and distribution, claims PayPoint, following the launch of a new digital... Read more…

High streets of the future will need to think beyond retail, says new report

19 Jun 2023

Just 42% of people in the UK rate their local high street as good or very good, according to the latest Legal & General Rebuilding Britain Index.
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Stellar line-up for Independent Bookshop Week

19 Jun 2023

A stellar line-up of authors have been taking part in this week’s Independent Bookshop Week 2023 with the likes of Ann Cleeves, AJ Pearce, Danielle Brown, poet laureate Simon Armitage and... Read more…

Bira calls for level playing field as Amazon UK Services pays zero corporation tax again

8 Jun 2023

Bira, the British Independent Retailers Association, has expressed its concern and frustration after it was revealed that Amazon UK Services had, for the second consecutive year, paid zero... Read more…

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Indie retailers – get ready to capitalise on World Cup opportunity

Posted on in Business News

The world’s largest brewer, Budweiser Brewing Group, has suggested that the World Cup, which kicks off in Qatar on November 20th, could see a possible 13.5% increase in off-trade sales, compared to 2019, which could be equivalent to an extra 62 million pints.

The tournament represents a significant opportunity for independent retailers to leverage supporter interest in the tournament to boost consumer spend, with 70% of us saying we are most likely to watch most matches at home.

World cup pitch

“This FIFA World Cup tournament is certainly set to be different from previous years with it being held in the winter months. This presents a unique sales opportunity for the off-trade as consumers look to transfer out-of-home occasions and elevate the at-home viewing experience,” said Maria Neves, head of category management, Budweiser Brewing Group UK&I.

“The success of the Lionesses this summer is only adding to the excitement and we’re expecting the nation to get behind the men this winter. Stores need to start thinking about their World Cup displays and stocking up now to make the most of this opportunity.”

Budweiser Brewing Group shared three top tips to help retailers drive sales this winter:

Stock up on beer
Consumption of beer rockets during TV sports compared to the average at-home occasion. The 2018 FIFA World Cup saw an 18% increase in shoppers in the beer category compared to the average for the year contributing to an additional 1.4m shoppers.

Looking ahead to this winter, 63% of shoppers plan on drinking beer when watching the games, more than wine and spirits combined (11%), according to recent research.

Make sure you’ve got the right formats
Despite bottles and cans being evenly split in the total beer category, bottle serves over-index during football matches. Retailers should ensure they have a well-stock beer fridge containing bottle formats to capture spend throughout the tournament.

Additionally, large and mid-bottle packs tend to over-index during football tournaments. With the majority of drinking occasions taking place at home with friends and family, retailers should prioritise mid to large pack sizes to cater to consumer demand.

Drive sales with food and beer pairings
Food and beer go together, and football matches are no exception. 71% of off-trade alcohol purchases are made with food compared with 66% in February 2020. Significantly, mealtimes now account for 43% of all drinking occasions in the home.

Food is particularly important during football tournaments, driving 38m more occasions. During the 2018 World Cup burgers were the most popular food. Offering meal deals in-store, such as beer and burger bundles on matchdays or in-store promotions, is one easy way stores can encourage cross-spend.

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