'Big Night In’ just got Bigger

big night in

Ruth Cousins, Marketing Executive

With the UEFA Euros and Olympics Games to look forward to this summer, 2016 is set to see the ‘Big Night In’ get even bigger! As 44% of shoppers plan to watch the Euros and an even bigger proportion (60%) to watch the Olympics, there will be huge opportunities for suppliers and retailers alike to cash in as the majority of these patriots will be tuning in from the comfort of their own homes.

However, as we saw with the Rugby World Cup last year, most shoppers are hesitant to opt for convenience stores when purchasing their food and drink supplies; instead they intend to head to supermarkets. Why? The shoppers we spoke told us that price was the main pulling factor with location and range coming in as close runners up.

Val Kirillovs, Senior Client Manager at him! tells us how convenience stores can compete with the front runners, “Knowing the local community, tailoring solutions to local needs and supporting local events are where convenience stores can prevail and offer shoppers something most larger supermarkets struggle to pull off.”

So what should suppliers looking to penetrate the convenience sector be doing to qualify for the race? 18% of convenience store retailers we spoke to said they don’t feel that brands offer enough support with national events and would like more. That’s a large proportion when considering over 2 thirds of retailers use national events such as these to drive footfall.

Kirillovs added, “Brands should have a clear presence in store with themed products to drive additional visits and higher basket size. Suppliers should be working in partnership with other suppliers to bring together a full solution to the shopper in store, not just standalone products.”

Targeting specific types of shoppers will also be paramount when encouraging them to visit convenience stores. Over 60% of shoppers planning to watch the Euro’s aged 18-34 said they will eat/drink more than usual – that’s 20% more than the average! Multi-buy promotions and buy one get one free will be great ways of attracting these youngsters, particularly as overall 32% of shoppers will be watching with groups of friends.

Val Kirillovs commented, “In order to attract the 'Big Night In' shopper, there needs to be a dedicated area in the store, clearly labelled with communication outside to attract passers-by. Linking directly to the main occasion in question e.g. sports viewing, movie nights etc. is a great way to inspire shoppers.”

Get ahead of the games this year and start planning early for the biggest national events we’ve seen in years, let shoppers know you’re going for gold!

CTP clients can download the full report ‘Preparing for Sporting Events 2016’ via our online HUB or contact us to gain access below:

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