In a bid to boost sales during the World Cup, Bestway Retail has launched a major activation programme across 3,000 Best-one and Costcutter stores. The initiative will include promotions, enhanced POS, shopper competitions, in-store theatre and category-led merchandising throughout the tournament.
At the heart of the campaign is a nationwide shopper competition, using a simple QR code mechanic at till point to drive engagement and encourage repeat visits. Customers will have the chance to win a top prize of an Apple iPad.
The campaign has been built around five key tournament shopper missions identified by Bestway, helping retailers convert matchday excitement into larger baskets, from planned big-night-in stock-up shops to last-minute “beer run” and matchday top-up missions.
Supported by store takeover activity from Official World Cup partners Walkers and Budweiser and six weeks of promotion from major supplier partners, the campaign brings together leading brands including Budweiser, Peroni, Rubicon, Coca-Cola, Boost, Monster, Red Bull, Highland Spring, Volvic and KitKat. Covering key matchday categories from beer and soft drinks to confectionery and snacking, the activity gives independent retailers a coordinated World Cup proposition designed to build footfall, grow basket spend and make the most of every trading opportunity.
A major focus of the activity is in-store theatre. Enhanced World Cup POS kits will be issued to selected stores, helping retailers create high-impact displays that drive visibility and impulse purchase. Materials include items such as wobblers, aisle fins, shelf strips, headers, highlighters and branded display support, with additional materials available through dedicated marketing support platforms, Best-one and Costcutter Vaults.
Retailers can also take part in Bestway Retail’s nationwide Best Dressed Matchday Store Competition, with prizes worth more than £1,000.
Jamie Davison, Retail Director at Bestway, said:
“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.
“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. 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.”
The campaign also reflects the wider opportunity for retailers to make more of linked purchases during the tournament. Bestway Retail is encouraging stores to bring together complementary categories such as soft drinks and sharing bags, BBQ and party food, and licensed and non-alcoholic options, helping shoppers find quick, convenient solutions for matchday occasions.
