Retailers in the
UK are gearing up to capitalize on the
visual merchandising opportunities bought about by the start of the 2010 World Cup this month.
The Daily Mail has reported that high street stores estimate a increase in revenue of around £2 billion if
England make it to the final in
South Africa.
Supermarkets and high street stores across their country are transforming their shop displays as football fever grips the nation. Many big brands, such as Mars, have already launched limited edition
England products to tie in with these displays. According to price comparison site Kelkoo, retailers from the big four – Tesco, Sainsbury, Morrisons and Asda – to electrical chains and even home supply stores hope to see a boost in their sales.
The grocery sector will likely see the biggest seasonal change in its retail display strategies. Food and drink is the largest single area of expenditure that will benefit from the World Cup, according to Kelkoo’s survey. Sainsbury’s predicts that pint glass and pizza sales will increase by 500%, whilst Tesco has recently produced a pizza bearing the
St George’s flag, to make the most of the patriotism sweeping the nation.
Retailers of electrical products will also take advantage though, as sales of high definition or 3D television sets are expected to soar as the tournament continues. One unexpected area of interest is the home supply store;
The Mail reports that B&Q owners Kingfisher is to launch a range of products based upon the visual merchandising of the
England football strip, from garden gnomes to wheelbarrows and gazebos.
According to
Kelkoo, England’s participation in the quarter finals would bump up sales by an additional £332 million even if the team does not reach the final, which would account for a predicted £692 million in sales. Altogether if
England won the World Cup, Kelkoo predicts that there would be an overall £2m boost in incremental spend. Good luck to Wayne and the boys!
