As football fever grips the nation, independent convenience retailers have also stepped up their game plan with wholesome and engaging in-store displays, branded bespoke and immersive sports-themed theatre, thus setting new benchmarks for customer engagements and brand promotion.
After a comparatively dull span owing to cost of living crisis and harsh weather conditions, this summer has brought a sense of excitement with the ongoing EURO 2024, Wimbledon and the upcoming Paris Olympics.
It’s good news for convenience stores as industry reports forecast a busy summer ahead, starting off with Euro 2024.
As England continued to rise the ranks in Germany and ultimately reaching the Finals, convenience stores back home were translating some of the buzz into vital business benefits by bringing a slice of the excitement inside the store.
One Stop Mount Nod store in Coventry is well ahead in this game with an impressive football-themed atmosphere created in the store owing to “5 meters by 4 metre football pitch” in the centre of the store.
Talking to Asian Trader, retailer Aman Uppal, who runs the store, revealed how this football bespoke is a joint result of his ideas and CCEP’s execution.
One Stop Mount Nod store
He said, “I had it created back to 2021 during the last EURO.
"I am grateful that Coca-Cola believed in me and in my vision that enabled me to create something so extraordinary and powerful. Coca Cola also had competitions for other retailers to win a similar display in their stores.
"I still think it was such a great opportunity where a brand actually listened to me and worked with me.
“In fact, my customers were waiting eagerly this year too for the store to get decked up in football theme. I was surprised that they all remembered my last attempts and the store’s involvements.
“The brands I am using in the display area are all associated with the tournament. For example, Hellmann’s that has got a football makeover. Apart from those, I have also used Walkers range in the display area.”
Uppal did something similar in 2021 and 2016 as well when he got real grass for the front of the store complete with goal posts.
“I even admit it was a bit crazy, but it was just an idea we had. We needed to make use of this front space and it has now evolved into what you are seeing now, which is more practical,” he told Asian Trader.
The store front that leads to store entrance now displays flags of different participating countries with England’s at a prominent spot.
Elsewhere in West Yorkshire, BB Nevison Superstore & Post Office is also buzzing with excitement with football accessories, displays, promotions and offers as the store owner Bobby Singh got some leading brands to support with POS kits, thus bringing a wholesome football-themed theatre effect to the store.
Singh said, “There is a sense of excitement as soon as a customer walks in. Our store’s display and theatre at the moment is all about football. We also have football flags; our staff is also wearing football-themed outfits. It adds up and makes a good atmosphere.
“The beginning of this year has been a bit quiet, maybe due to the gloomy weather. But now that football has started, and the weather is warming up, it is now going brilliant.”
As the official partner of UEFA Euro 2024, Coca-Cola has emerged as a star in helping retailers to tap into the excitement by giving shoppers the chance to win a host of football-themed prizes in the run-up to and during the tournament.
Singh told Asian Trader, "I am thankful to all the brands, especially Coca-Cola and Budweiser, that supported us in creating that buzz and giving us the tools to bring this effect into our store.
“It's amazing how Coca-Cola gave away free branded gifts to customers. Those customers, I am sure, will remember this for a long time to come. They will relate the brand and the gift with pride, happiness and great joy. Even things like glassware from Budweiser have the same connection- people use these things and every time when they look at it, the brand comes in their minds with positive memories.”
Niel’s Premier store in Peterborough is another convenience store that is drenched in football fever.
Retailer Neil Godhania, who runs the place, has installed massive Euro themed vibrant displays throughout the store, along with a small goal post- all this designed to capture attention and generate enthusiasm.
Godhania told Asian Trader, “The tournament has provided us indies a substantial opportunity to boost sales and engage with customers.
“I have always felt that it’s important to maintain good relationships with field sales reps and brand suppliers.
"Their knowledge and insights are invaluable, particularly during these big sporting events. Furthermore, our suppliers have been able to give us eye catching POS, branded packaging, limited edition products, in store activations and strategic promotions.”
Godhania also credited wholesalers for providing access to a wide range of high demand products during the Euros.
"Additionally, we have been able to take advantage of special promotions and bulk buying deals prior to the event. This strategy has allowed us to offer more competitive and attractive prices to our customers. Consistent deliveries have been important during this high demand period, preventing delays that could have resulted in missed sales opportunities,” he said.
It’s a goal!
Football is creating waves on supplier sides too with brands coming up with creative promotions, rebrands and freebies to create more awareness and excitement among customers.
Apart from CCEP and Budweiser, Weetabix and Unilever have also launched their respective football-themed promotions.
Retailer Niel Godhania
To catch retailers’ attention, Bestway Wholesale launched a Euros campaign across its nationwide depots and online. Apart from “tailored top deals” to optimise retailers’ profits and margin, Bestway Wholesale depots’ entrances were transitioned into football stadium entrance tunnel leading to a football pitch-themed warehouse.
Retailers were invited to join in the fun by showing off their own football skills as well as bagging themselves some bargains.
All this excitement and the retailers’ efforts are now showing encouraging results at the till.
Neil’s Premier saw uplift in sales as well as positive change in consumer behaviour.
Godhania told Asian Trader, “These efforts have created a festive in-store experience that’s helped attract more customers, drive footfall and boost sales.
Retailer Bobby Singh
“The response has been great, we have had an uplift in sales and change in consumer behaviour. Our increase in sales has come from key categories such as drinks, alcohol, snacks, and ready to eat meals, this has all been driven by fans that are purchasing to take home to watch games with friends and family.
“Sales have increased significantly, and we’ve used the event to our advantage by enhancing our customer engagement through our in-house promotions. These include exclusive offers on beers, ciders and drinks which we will run until the Euros are over.
“Additionally the warm weather and the success of other European countries in the tournament have contributed to increased footfall and improved customer retention,” he said.
Sales got a boost at BB Nevison Superstore too, thanks to the excitement.
Singh said, “All this excitement enhanced our sales. And it's just a great atmosphere. Families and friends are watching tournaments like this together and food and drink are a big part of that. Such events and seasonal things are brilliant and it definitely, from my experience, brings a spike in sales, if done wisely.”
The sale of Coca Cola in the One Stop Mount Nod store climbed by “175 per cent” in the two weeks of the tournament, Uppal said, calling it a “significant growth in itself”.
“It's a mainstream product and not even a NPD so that is proof of how powerful these efforts can be,” he said, adding that Budweiser sales increased by “250 per cent”.
Uppal told Asian Trader, “I know for a fact I would not have achieved such encouraging sales without one of three things- display, branded gift and cooperation from One Stop. Those three things have come together perfectly.
"My customers love it. I get comments from customers that the store has such a nice, colorful and vibrant vibes and they feel happy to visit it. It means a lot to me that my customers are happy to shop with us, which is more important than itself.”
Scoring big, everytime!
After a tough year with the cost-of-living crisis and bad weather, this sports-packed season can just be the game-changer that the channel needed. Stores like One Stop Mount Nod, Neil’s Premier and BB Nevison Superstore are leading the way, showing that a little sports spirit can go a long way.
In fact, due to the combined effect of Uppal's quick thinking and creative support from Vertical Vendors, the beer stand in the store got a new graphics at a very short notice, soon after England made it through semi-finals.
Uppal said, "A special mention to Ben Jones-Fenleigh for his support in creating some bespoke graphics for one of my Vertical Vendors Ltd stands. I reached out to him and asked if there was any chance there was something he could do with the phrase 'Are you match ready?'. And within 3 days I received a reversible England and generic Euros themed POS kit that can be used on different matchdays."
Bespoke beer stand by Vertical Vendors
Going beyond Euro 2024, Uppal is well-prepared for Wimbledon as well as the Paris Olympics.
He said, "This summer is the biggest, I think in many years because it is the summer of sports. I have the proper strategy for each event as I am very mindful of what I do and how. I have got for Wimbledon too like I will be promoting strawberries and cream.
“For the Olympics, I have a vision in my mind; I am going to create a podium for display where I will place my ‘golden offer’ on the first podium, ‘silver offer’ on the second and the next best on the third place. I have already got an Olympic flag. These are very cost-effective things as they cost just a few pounds but add a lot of fun,” he said.
Uppal has also been able to help other retailers by getting them connected or by simply sharing ideas.
“I am a big believer in shared experiences. The work we are doing now will benefit other people later and make all these things more accessible for all,” he said.
Retailers’ attempts to bring in excitement are not just boosting sales but are also creating vibrant, community-centered retail environments.
Encouraged by the response, Singh wants other retailers too to give a try at such display strategies.
Singh said, “I would like to encourage other retailers who don’t participate in such displays to give this a try. Because obviously we've got our core business and we're all comfortable but great business can be done from these events too.
“Apart from business aspects, such activities are great for community as well as this is common topic which everyone is talking about and that too very passionately. Sports, especially football, bring people together and I am happy to be a part of it in some way for my community.
“I would also urge other brands to do more such promotions and activities during such seasonal events and support us as we retailers are the ones who are ensuring that ultimate experience reaches customers. It’s a great investment for all of us,” Singh said.
As summer progresses, the lessons learned and the momentum gained hopefully keep tills ringing well beyond the final whistle.
Panel discussion at the relaunch of the SAITG on 3 March 2025
