As part of our series of articles about soccer’s World Cup and the greater sales opportunities it represents, today we are going to talk about how you should tackle these events.
If you want to be a leading brand during soccer’s next World Cup and see your customers attracted by it, this is what you have to do.
Create An Experience They Can’t Forget
The first thing you have to do is think about a strategy to become an industry leader with your points of sale. The best way to go about this is to get customers enjoying an unparalleled experience when they enter your store.
To do just that, we can use different tools to impact the customer, to stand out from the competition and traditional sales tactics.
· Technological solutions: Technology has many retail applications, even though primarily they are used to communicate and inform customers about products or different activities going on at stores. They can also help condition spaces, create environments, promote interaction, etc.
· Electronic payment systems: Another technological application is also destined to creating a unique and modern experience, and one that helps facilitate transactions, streamline waiting times, and makes spaces more versatile, as it allows getting rid of traditional areas dedicated to cash registers.
· Micro-segmentation marketing campaigns: The World Cup is an event that interests tons of people from different countries and social classes. So it’s more effective to use marketing activities aimed at specific groups of regular customers at each point of sale than using general marketing campaigns.
· Personalized messages: similar to the creation of micro-segmentation marketing campaigns, we can also send messages to specific customers, who might be different, so we shouldn’t focus solely on this event’s typical audience. For example, those customers that buy products advertised during the World Cup, even though they aren’t World Cup soccer fans.
Why Do We Need To Take Different Actions During the World Cup?
Competition is always tight in the retail sector, encouraging us to revitalize and innovate concepts and activities. But during the World Cup, the competition is even tougher.
Everyone wants to get a piece of the pie during the World Cup, and even though the pie is bigger thanks to the number of fans, the slices are smaller, compared to other events or during other times of the year.
We should add that the World Cup only lasts four weeks. Marketing campaigns during the World Cup (and the days leading up to it) tend to be very intense if you don’t want to go unnoticed or fail.
For all of these reasons, experiences developed for retail spaces have to be brief, powerful, and innovative. It’s the best and most effective way to stand out from other brands.