Footie feats… and failures!
It doesn’t matter whether you are a football fanatic or, like me, not a fan at all.
Either way, there’s no escaping it. Especially since England haven’t fallen at the first hurdle, as always used to be the case.
World Cup fever has taken over.
If you’ve got family members that are cheering the country on, you can’t even escape to the pub, because there’s a 99% chance it will be blaring out there too!
So those of us will just have to keep our heads down and try not to grumble too much.
It’s great news for the retail world though!
Pubs saw a 33% rise in takings when England took to the pitch for their first match against Tunisia.
Retail stores have also been rubbing their hands in glee thanks to an increased demand for large-screen TVs, beer and barbeques.
According to the BRC (British Retail Consortium), there has been a 1.1% increase in like for like sales during June, compared to the same period last year.
Total sales increased by 3% more than this time last year too.
Get on board the footie and summer time fun bus…
Obviously, the warm weather is helping consumers to put their hands in their pockets as they stock the fridge and fire up the BBQ. But the footie is obviously having a big impact too.
Barclaycard credit card data has shown that non-essential spending has grown by 5.5%. Which is the best performance seen since the tail end of 2016.
(As an aside, I am sure sales of large TV’s haven’t gone up because the warm weather has made people want to watch dodgy daytime TV on a bigger screen!)
Infact, it’s definitely a fact, because end-user sales on items that don’t help people get engrossed in the World Cup have actually fallen.
Business in the bookies is booming too. William Hill have said the betting industry will see a turnover of £1.2bn thanks to football fever.
There’s even the belief out there that a World Cup win for England will give the UK economy a huge boost! (Maybe all of us non-football fans should be cheering them on after all!)
So, it’s time to start working on your warm weather and World Cup displays, retailers!
Pile up the pint glasses. Bring out the bangers and burgers. Put those barbies on display at the front of the store. And don’t forget the pop and ice cream for the kids!
As the World Cup progresses, there could be a lot of last minute bbqs planned.
So, put those summer essentials on display to make shopping easier for those in a rush to get home and crack open that cold lager.
By making things more accessible (and enticing) you will be offering the right kind of emotive end-user experience. So, punters may spend more and come back again next time they need to stock the fridge to feed their football fever!
But don’t forget the rest of us…
As I said, we are not all football fanatics. Granted, I like a nice, cold G&T on a warm afternoon but my life doesn’t revolve around a bag of wind and Three Lions.
In fact, whilst everyone else is parked in front of the television, it’s a great opportunity for the rest of us to do something else. Like a bit of retail therapy or shopping for dinner.
Unfortunately, some retailers are forgetting about the likes of me and my anti-footie friends.
As you’ll hear from one friend on her ‘I Am Just a Customer’ podcast later this week, she escaped the World Cup to go and do some shopping when England were playing on Saturday.
We like to support local businesses so off she headed to her local market to stock the fridge with some refreshing fruits and vegetables to help her beat the heat.
But, guess what?!
Yes, that’s right, the large majority of the stalls on the market were closed.
Presumably because they’d all said ‘sod the customers, I’m off to watch the footie’.
If only market holders had customer feedback management teams…
The phones would be ringing off the hook if they had.
And I am sure many of the customer comments would be berating the stall holders and telling them where they could shove their melons!
Listen up, peeps… It doesn’t matter how large or small your business is.
You can’t just shut up shop because you’ve had the offer of a pint and the match down your local with your buddies.
Why didn’t the market traders put their heads together and find a way to draw people in instead? It wouldn’t have been a big deal to put a screen up to show the game.
That market could have been buzzing, with stall holders raking in more than they normally do on a sunny Saturday afternoon.
Instead, all they created was a bunch of disgruntled customers who are going to be loathe to try again next week, in case the same thing happens.
Get your priorities right…
Oh, a moon landing you say? Better shut up shop. The Strictly Come Dancing final? I’m off home early to put on my sparkly shoes and make myself a cosmopolitan before it starts.
I know, it’s a joke.
Consumers are our bread and butter. We strive to make them happy and increase their loyalty so they spread the word and return time and again.
We don’t upset them by closing our doors.
So, before you let football fever creep in and take over your brand, just remember this…
It’s important to know what your customers want. Make sure you do your research and perhaps even have a chat to us here at The Monachie Project. Our end-user experience monitoring can shed light on your business from a consumer perspective.
Because, for every person that wants to see that easily accessible BBQ, burger and beer display, there’s another, like me. Someone who wants to spend a leisurely afternoon shopping as far away from a TV screen as possible.
So, don’t get it wrong piss me off!
Oh, and go on then, if I must… Come on England!