Summer of sport: how retailers can enhance their game plans

Category: Brands
Summer of sport: how retailers can enhance their game plans

This summer promises a series of major sports events with the Euros beginning this week, followed by the Paris Olympics and Paralympics, two cricket world cups, Wimbledon and many more tournaments taking place. The buzz of global sports events is often reflected in consumer shopping habits and therefore presents a lucrative opportunity for relevant retailers. For example, the London 2012 Games boosted the UK sports market by approximately 10 per cent, with much of the economic growth taking place within the first week of the event. During the Tokyo Games in 2021, online searches for affiliated t-shirts and torch replicas skyrocketed. Sport item sales also soared during the Rio 2016 Games, partially due to boxing’s popularity in the UK.

Ahead of these sporting events Tony Preedy, managing director of Fruugo, advises online retailers how to ace their international sales strategies:

Worldwide sporting events are excellent sources of revenue for sellers, but only if they approach them strategically. As the sporting calendar unfolds, many shoppers will purchase merchandise or products for the teams they support. Others may feel inspired to take up new hobbies based on the events that are televised, which often triggers a wave of online searches for sports-related equipment and clothing. With these events attracting international viewers, demand for these products could come from any country. Brands and retailers therefore need to be prepared for spikes in online searches and increased product demand outside of their domestic market.

Sellers need to think about the bigger picture here and establish a robust international sales strategy. Essentially, to generate more sales, sellers need to increase the visibility of their product pages by expanding their reach and ensure the online experience is as streamlined as possible. By listing their products on multiple marketplaces – especially ones that specialise in cross-border sales – sellers can increase the opportunities for their product range to be discovered and reduce the complications associated with selling overseas. Sellers will also be far more agile when coping with spikes in activity so that they can capitalise on every opportunity.

– Tony Preedy, managing director of Fruugo

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