Bestway is launching a major World Cup activation programme across 3,000 Best-one and Costcutter stores to drive sales for retailers.
It will include shopper competitions, promotions, enhanced PoS, in-store theatre and category-led merchandising throughout the tournament, the wholesaler said.
The competitions involve giving shoppers the chance to win a top prize of an Apple iPad by scanning a QR code at the till, with the aim of driving engagement and repeat visits. Retailers can also take part in Bestway Retail’s nationwide Best Dressed Matchday Store Competition, with prizes worth more than £1,000.
The campaign has been built around five shopper missions tailored to the tournament to help retailers to cash in on larger baskets, including the “big night in”, last-minute “beer runs”, and matchday top-ups.
It is supported by official World Cup partners Walkers and Budweiser, with six weeks of promotions from major supplier partners, including Budweiser, Peroni, Rubicon, Coca-Cola, Boost, Monster, Red Bull, Highland Spring, Volvic and Kit Kat.
“The Fifa 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,” said Bestway retail director Jamie Davison.
“We know shoppers will be making everything from planned stock-up missions for big matches through to last-minute top-up purchases minutes before kick-off,” he added. “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.”
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