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Thu 21st Jul 2016
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Latest research from Savvy has revealed UK shoppers’ plans to get involved in – and celebrate – the Rio Olympics. The survey (of 1,000 household shopping decision makers) indicates 51% of shoppers will get involved, presenting retailers with an opportunity to inspire shoppers and increase sales.
After a quiet 2015, 2016 is a busy summer of sport which continues to present retailers and brands with a number of opportunities to engage with shoppers. Interest in the Olympics is high – but the time difference between us and Rio is significant and could impact marketing successes. Marketers will need to be clever in the way that campaigns are carried out – beyond the live events and into the store & online.
The London Olympics presented exceptional opportunities for retailers – although interest in the 2012 games did not really gain traction until the games had commenced. It will be interesting to see whether interest in Rio receives a similar boost following the opening ceremony. Despite the time difference, high profile athletes and events will attract substantial shopper interest, and also retailers need to be ready to react depending the performance of Team GB’s competitors.
Key findings:
Who will be celebrating the event?
Time difference concerns?
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