England’s unprecedented success in Russia this year has been a saving grace for retailers throughout June, according to new research. Although England’s World Cup campaign may now be over, Credico UK believes retailers can still sustain momentum over the coming months.
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For a second consecutive month, UK retail performance has defied expectation with a steady footfall of consumers hitting the highstreets. In May UK retail sales increased by 2.8 percent according to the Retail Sales Monitor from the British Retail Consortium (BRC) and KPMG. The increase helped in part by the early arrival of a nationwide heatwave and the excitement of the royal wedding, saw sales in food and drink, and fashion perform particularly well.
Retailers continued to benefit from the warmer weather throughout June, as well as England’s unexpected World Cup run in Russia; resulting in a 2.3 percent rise in sales. However, experts are now concerned that with England knocked out of the semi-finals by Croatia, the public excitement driving increased high street spending could be heading towards a fast decline, especially with the average household income struggling to grow alongside inflation.
Credico UK refutes these claims and believes that through proactive marketing and customer engagement, brands can continue to ride the high of the past two months. ‘ This spike in retail performance doesn’t have to be over. Through proactive events and pop-ups, there are so many things brands can do to spark customer enthusiasm and keep sales up,’ confirms a spokesperson from the field marketing agency. ‘Recent events have instilled a sense of togetherness and pride across the country and brands can tap into this with event marketing – creating experiences that get people involved.’
Credico UK is confident that event, in-person marketing presents endless scope for customer engagement, and that interactive pop-ups could be the retail industry’s secret weapon moving forward. The firm also believes England’s most significant World Cup success for 28 years is set to have a lasting impact on the nation's interest in sport, which if incorporated in event marketing campaigns could be hugely profitable. ‘Giving people the opportunity to get ‘hands-on’ perhaps through pop up games or VR technology can get people excited by a brand, and this, followed by personalised face to face communication will help secure long-term consumers and promote that brands are focused on creating and sharing great experiences.’ Concludes Credico UK.
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The company provides a flexible, scalable and highly cost-effective communications resource that can be deployed as a simple extension of, or complement, a client’s existing sales team. Additionally where a client does not possess such a team, then Credico UK is able to fulfill that function.