Bestway Retail has just launched a major World Cup activation programme across 3000+ Best-One and Costcutter stores, helping retailers maximise sales opportunities through promotions, enhanced POS, shopper competitions, in-store theatre and category-led merchandising throughout the tournament.
At the heart of the campaign is a nationwide shopper competition offering a iPad prize, using a simple QR code mechanic at till point to drive engagement and encourage repeat visits.
The campaign has been built around five key tournament shopper missions identified by Bestway, helping retailers convert matchday excitement into larger baskets.
These cover planned big-night-in stock-up shops to last-minute ’beer runs’ and matchday top-up missions. With strong levels of at-home viewing expected for the tournament, Bestway Retail is supporting retailers with “a joined-up package of promotions, in-store activation, POS, range guidance and retailer communications,” it said.
Covering key matchday categories from beer and soft drinks to confectionery and snacking, the activity gives independent retailers “a coordinated World Cup proposition designed to build footfall, grow basket spend and make the most of every trading opportunity.”
Enhanced World Cup POS kits will be issued to selected stores, helping retailers create high-impact displays that drive visibility and impulse purchase. Retailers can also take part in Bestway Retail’s nationwide Best Dressed Matchday Store competition, with prizes totalling over £1,000.
Jamie Davison, retail director at Bestway, said: “The World Cup represents one of the biggest convenience retail opportunities of the year, creating increased demand across beer, soft drinks, snacks, sharing occasions and summer entertaining.
“We know shoppers will be making everything from planned stock-up missions through to last-minute top-ups. Our role is to ensure Best-One and Costcutter retailers are ready to win every one of those missions through the right ranges, promotions, in-store theatre and shopper engagement.”
The campaign also reflects the wider opportunity for retailers to make more of linked purchases during the tournament. Bestway Retail is encouraging stores to bring together complementary categories such as beer and snacks, soft drinks and sharing bags, barbecue and party food and licensed and non-alcoholic options.
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