Bestway Retail is launching a major World Cup activation programme across 3000+ best-one and Costcutter stores, helping retailers maximise sales opportunities through 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. With strong levels of at-home viewing expected, and social viewing driving demand for food and drink to share, Bestway Retail is supporting retailers with a joined-up package of promotions, in-store activation, POS, range guidance and retailer communications.
Supported by store takeover activity from Official World Cup partners Walkers and Budweiser, 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 the best-one and Costcutter Vaults, our dedicated marketing support platform.
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 beer and snacks, soft drinks and sharing bags, BBQ and party food, and licensed and non-alcoholic options, helping shoppers find quick, convenient solutions for matchday occasions.
Running throughout the tournament, the campaign will support retailers throughout the build-up to the tournament and across the key World Cup trading moments. Bestway Retail will use its retailer communications channels to spotlight key fixtures, featured products, promotional opportunities and sales-driving occasions as the competition progresses, helping retailers make the most of every matchday opportunity.
