26 May 2016
The main event
As we approach what promises to be another ‘Summer of Sport’, retailers should remember that John Lewis saw revenues increase 8.6 per cent in the quarter including the 2012 Olympics, thanks both to its own sponsorship of the event and increased sales of third-party brand products who were also sponsors.
Whether large or small, all retailers have an opportunity to use a major sporting event to drive shoppers into store and convert them into customers. Be creative.
Knowledgeable, enthusiastic staff, attention-grabbing window displays, in-store theatre and social media activity will all help maximise sales for retailers during the upcoming summer of sport.