We all know that a bit of in-store theatre can help boost interest and ramp up sales but staff at one of the Kay Group’s sites really went ‘above and beyond’ when they created a bit of theatre to promote Cruzcampo beer for the World Cup.
They used boxes of the beer to create the Ken Kay Stadium with bottles of soft drinks, including Coke and Diet Coke, representing the players on the pitch.
It really was an eye-catching display with shoppers commenting on how good it was.
Although not an official World Cup sponsor, Cruzcampo is often promoted around football events as it is the official sponsor of the Spanish team. The Kay Group site had the beer on offer at £9.99 for 10x440ml bottles.
While the hospitality sector has been given a boost by the World Cup with licences extended for later opening hours, it is retail that is the real winner with most footie fans watching from the comfort of their (or their family or friends’) homes.
According to research by vouchercodes.co.uk, football fans are expected to spend £2.9bn during the tournament. Food and drink sales alone are forecast to reach £1.95bn, accounting for around a third of all retail spend. And home deliveries are expected to be in great demand, especially prior to kick off and at half time.
