Magazine article Marketing

World Cup Winners

Magazine article Marketing

World Cup Winners

Article excerpt

Supermarkets are cashing in on stay-at-home consumers' match-time munchies.

The guarantee of a good seat and an unobstructed view of the screen are just two of the reasons that consumers have been opting to tune in to World Cup football matches at home. According to Lightspeed Research, this is where 77% of consumers watched England's dismal performance against Germany on Sunday afternoon.

The stay-at-home consumer, whether on the much-discussed 'staycation' or embracing event TV, has been one of the strongest trends of the recession. Most analysts agree that, despite the recent easing of the economic outlook, it is here to stay. While many advertisers have focused their brand activation on pubs and bars, the research suggests that this secondary group should not be ignored.

There is little doubt that the World Cup is ideal event TV for Britain's army of stay-at-homes. Many a hard-up brand has been banking on the tournament to deliver a 'World Cup bounce' in sales. The initial signs are good: sales at household stores rose 1.7% as consumers invested in new TVs and home-entertainment systems ahead of the event. The Office for National Statistics says that in May, volume sales of consumer goods, excluding fuel, rose 3.4% year on year and were up 0.5% on the previous month.

Home comforts

Gemma Lovelock, managing director at TLC Marketing, which works with major supermarkets and household brands such as Kellogg, says consumers no longer expect to have to leave their front room to be entertained.

'The supermarkets have helped make staying in an event in itself,' she says, pointing to the surge in the number of finger-food, dine-in and party-at-home discount deals. In addition, many consumers now have a TV of a similar or superior standard to that in their local pub.

Supermarkets have been quick to cash in on the big event and Tesco, Asda, Sainsbury's and Marks & Spencer have all invested in World-Cup themed products and discount deals.

Across the board, the major retailers are reporting strong sales - themed World Cup promotions and products such as Asda's Vinda-Roo have also boosted sales (see box).

Supermarkets are not alone in cashing in on the stay-at-home consumer. For brands seeking to gain standout in crowded supermarkets and secure coveted shelf space, World Cup-related promotions have been crucial. …

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