Retail and the World Cup: Verdict's View
Report description
Verdict Research: The World Cup takes place at a difficult time for the beleaguered retail sector which craves a much needed boost as the country comes together to celebrate a four week showcase of its national sport. While the tournament provides ample opportunities for some retailers who employ the right strategies, any positive impact will be far from blanket.
Scope
*Scenario analysis looking at the likely impact of the progress of the England team on different retail sectors.
*Forecasts for expenditure on food & grocery, clothing & footwear and electricals products during June and July 2010, including 2006 comparison.
*An overview of the marketing campaigns that retailers are employing in an attempt to take advantage of any uplift that the tournament will produce.
Highlights
We forecast that UK retail expenditure will increase by £1.3bn during the period of the World Cup, June and July 2010. However, while the tournament will provide opportunities for some, sectors such as DIY and homewares will be impacted by both lower footfall on match days and disposable income being channelled elsewhere during this period.
Much rides on England's early performance - a second-placed finish in its group means that second round and quarter final games would be held on Sunday June 27 and Saturday July 3 both at 3.00pm, impacting peak non-food trading periods. Any boost from the World Cup has the potential to end immediately should England exit the competition early.
Supermarkets are well positioned to capitalise on the uplift that the World Cup has the potential to generate due to their comprehensive offers and high footfall. We believe that Tesco and Sainsbury are best placed to take advantage of the tournament, utilising their rapidly expanding convenience formats to better satisfy immediate consumer demand.
Reasons to Purchase
*Identify the marketing campaigns that leading UK retailers are employing in order to take advantage of any potential upturn in demand.
*Understand the potential impact that the World Cup is set to have on individual retail sectors.
*Identify the marketing campaigns that leading UK retailers are employing in order to take advantage of any potential upturn in demand.
Table of contents
Verdict’s view
Key findings
Main conclusions
Scenario analysis
Scheduling of matches and England’s progress set to have a major impact
Sector Analysis
Total retail
Food & grocery
Electricals
Clothing & footwear
Home-related sectors
MARKETING Analysis
World Cup provides invaluable marketing opportunities
APPENDIX
Methodology
Further reading
Ask the analyst
Verdict consulting
Disclaimer
TABLE OF FIGURES
Figure 1: Total retail year-on-year growth June/July 2010 vs 2006
Figure 2: Food & grocery year-on-year growth June/July 2010 vs 2006
Figure 3: Electricals year-on-year growth June/July 2010 vs 2006
Figure 4: Clothing & footwear year-on-year growth June/July 2010 vs 2006
Figure 5: Argos – World Cup microsite 2010
Figure 6: Tesco – World Cup party website 2010
Figure 7: Marks & Spencer – summer of football FA merchandise 2010
Figure 8: Toshiba – merchandise giveaways if England win World Cup 2010
Figure 9: Forecasting methodology 2010
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