Feature
European Football Championships The big kick off
The 2012 European Football Championships kick off on 8th June, providing three weeks of increased sales potential that every convenience retailer should take advantage of.
BY KEVIN SCOTT
MCCOYS LOOKING TO SCORE WITH NEW PROMO McCoy’s is launching a new promotion for football fans this summer and introducing a new 150g sharing format to help retailers cash in on the growth in sharing – perfect for fans watching games at home. McCoy’s has also introduced two of its popular football- themed limited edition flavours for the duration of the campaign: Chicken Winger and Sausage Striker, which come in 50g handy packs (rrp 69p).
The football-themed on-pack promo will encourage fans to go online to enter into the banter and debates on football for a chance to win a 3D TV every day as well as a year’s subscription to leading sports channel ESPN. Consumers will also receive a 10% discount at Sports Direct with every pack purchased. The promo is running on 50g handy packs (rrp 69p), 6 x multipacks (rrp £2.09) and 100g (rrp £1).
T
here’s a major football tournament every second summer so most retailers will have experience of the best ways of cashing in. This summer is a little bit different,
however, with the start of the 2012 European Championships coming just three days after the four-day weekend to celebrate the Queen’s Diamond Jubilee. So there’s a fair chance that consumers will go into the Championships in a buoyant mood, which hopefully will translate into increased sales of beer, wine, crisps, confectionery and more. The elephant in the room of course is that, yet again, there will be no Scotland at the Championships, but that doesn’t mean Scots won’t be tuning in – so there will still be significant sales opportunities.
COLD BEER
As key opportunities go, beer is right at the top of the list, and cold beer is the way to go here, as Craig Cowles, Off- Trade Director, Molson Coors Scotland, explains: “In spite of Scotland not getting to the Euro 2012 finals, there are some great games to tempt football fans into shops to buy beer.
“There was a big boost in beer sales in the summer of 2010 during the World Cup, showing that enjoying sport on terrestrial TV is something people prefer to do in the comfort of their own home.
TOP TIPS FOR WINNING AT EURO 2012
Big football matches boost sales – here’s a few ideas for how you can profit this summer: Q Chill: Ensure your beers and wines are chilled. Customers are likely to pick up beer on the way home to watch the evening match, so by ensuring stocks remain high all day you’ll have happy customers.
Q Point-of-sale: Make the most of any point-of-sale on offer from suppliers to advertise the Championships, and if you’ve had bunting up for the Jubilee weekend, keep it up to extend the in-store theatre.
Q Fixtures: Ensure you’re customers know what games are coming up when by putting fixtures on the wall every day – regulars will come to rely on your fixture list. (see page 62)
Q Cross-promote: Okay, so you can’t merchandise beer or wine with food, but you can ensure that crisps, confectionery and soft drinks are merchandised together. If you have a Big Night In fixture, use football point- of sale to boost sale.
 more 62 SLR | JUNE 2012
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“To capitalise, it’s important to have cold beer and enough of it ahead of key games. Think about having bigger pack sizes available for those enjoying matches with their friends, or sharing bottles such as the recently released 710ml Corona Extra bottle.” Coca-Cola Enterprises may be busy with the Olympics but it is still an official sponsor of the Euros. During the 2010 FIFA World Cup soft drinks sales grew by 1.8% while CCE sales grew by 5.5%. The company says that with a great Euro 2012 promotion and brands that shoppers trust and associate with football, Coke, Coke Zero and Powerade offer retailers a great chance to grow sales. Darren Goldney, Sales and Customer Development Director at CCE, says: “With this summer set to be one of the biggest ever for sport, we expect the nation will be getting together to celebrate football happiness and watch a great championship. Coca- Cola has a long heritage with football as a UEFA European Championships sponsor since 1988 and thanks to the fantastic giveaways with Coke, Coke Zero and Powerade we are bringing football happiness to fans. “Retailers should be prepared for an increase in sales in the lead up to the Championships with specific in-store
activity, but also make the most of the huge opportunity during the event when shoppers will be looking for their favourite brands to share with friends and family at home.”
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