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Are You Ready for Kick-Off

Press Release

By: Zendor
16 May 2006

With many retailers struggling through the first half of 2006 due to slow sales, the World Cup provides the perfect opportunity to maximise profits over the summer period. As online and multi-channel retailers prepare for the predicted sales boom surrounding the World Cup, it is important to remember that in order to fully capitalise on the potential of the tournament any initiatives must continue throughout the entire month-long competition.

This unique event provides many opportunities for online retailers to use their valuable customer data for tactical and well targeted campaigns. Zendor, the distance shopping expert, provides the following tips for making the most of the World Cup:-

Track England Progress - The progress of the team is a vital aspect to the success of your campaign, but your response to their progress is even more important. An email after each game to your customers can be both newsworthy and a bit of fun, but more importantly it provides an ideal opportunity to sell.

World Cup Parties - There will be plenty of celebrations throughout the tournament (we hope!) so make sure your customers are properly prepared. They will need plenty to eat and drink as well as a TV to watch the match on, plus some England decorations and accessories to get everyone into the spirit of things.

International Teams - The tournament lasts for just over a month, during which time more than 50 games of football will be played. Some of the more popular international teams include Brazil and Italy - retailers can take advantage of this by charting the progress of these teams through email contact and by selling related merchandise. This could range from replica shirts right through to supermarkets focussing on Italian foodstuffs and wine. Remember, viewers can switch allegiance to winning teams mid-contest.

World Cup Widows (with apologies to any female fans!) - Whether contacting your male customers with ideas on how to make it up to their better half or sending offers directly to the girls, there should be plenty of opportunity to capitalise on this abandoned segment over the four weeks.

Football Superstars - Will it be Rooney, Gerrard, Beckham or the uncapped Theo Walcott? One player always shines throughout the competition. Both during and after the tournament player related merchandise (books, DVDs etc.) will be in demand - get in there!

Football Games - If appropriate to your brand, viral emails are an excellent way of attracting new customers within your specified target market. Sending out football games on a Friday afternoon is a sure-fire way to get your customers to pass your mail onto their friends, thus creating brand awareness alongside some excitement and fun!

The World Cup is reportedly the most viewed and followed sporting event in the world, with FIFA estimating the 2002 audience at 28.8 billion. As national hopes of English success grow higher than ever before with the approach of this year’s tournament, the World Cup is a fantastic opportunity, not only for sports retailers but for all retail sectors, to capitalise on such a unique event, and the online channel provides opportunities for regular contact and targeting which were simply not there in previous World Cups.