Join our
LinkedIn Group


Videos

Aerial time-lapse of new Tottenham Hotspur stadium

As fans of English Premier League soccer side Tottenham Hotspur FC await completion of their new state-of-the-art stadium, the club has released a time-lapse of how the 61,559-seater venue in London, UK, which is expected to cost over £1bn (US$1.37bn), has taken shape over the course of 2017.

Click image to view video

Southend United unveils fly-through video Of Fossetts Farm development

English soccer club Southend United FC has released a video showcasing the new Fossetts Farm project, a multi-use development which will include a new 21,000-seat stadium for the League One side.

Click image to view video

Industry Opinion

« back to blog listings

Retail win-win

Sports venue retail concession spaces can add real value to the visitor experience. How can stadia and arenas apply retail best practice to push performance and develop brand loyalty?

Anyone who works in sport knows that success is hard won. Retail can be just as unforgiving. So, while sports teams may enjoy a level of loyalty that is far from the reach of your average high street retailer, stadia and arenas keen to invest in concession space and improve retail performance can still learn much from established retail practices.

Soccer, the national game in the UK, is often linked to the phrase “a game of two-halves” – in which each half of the match has a very a different character. Most sporting venues are also divided into two distinct periods – fixture and non-fixture trading days.

When sports venues draw their biggest crowds, shopping is invariably not the main event. As a result, dwell time in-store is often limited, with customers more focused on finding their seats and soaking up the atmosphere. However, outside of the big event, retail concession spaces can help venues to establish themselves as a genuine destination and meeting place. This requires concessions to exhibit a warmth and personality that invites people in – making them feel welcome and encouraging them to stay.

To achieve this balance, venues need to create a shopping environment that is commercially and visually focused towards the needs of the shopper. This means learning to ‘think like a customer’, developing a critical-eye and embarking upon the relentless pursuit of the highest retail standards.

Visual merchandising’s (VM) role in delivering retail success is often thought to be limited to creating impactful window displays. It’s not. Put simply, effective VM encompasses everything from store layout and product merchandising to point-of-sale (POS), choice of fixtures, price ticketing and even good housekeeping. For me, it is, and always has been, about delivering a truly great brand and customer experience at every touchpoint along the shopping journey.

Within sports retail concessions, as within department stores and malls, many of the general principles of retail apply, in that an effective promotional layout will drive footfall and additional sales. With tens of thousands of people descending on concessions in such a concentrated period of time, bad retail practices can quickly be exposed such as weak layout planning, poor use of space and inefficient customer flow. These can make concession spaces far from practical, or enjoyable to shop.

Retail concessions can help divide physical space into different specialists zones, giving visitors a clear destination for their needs. But, more importantly, they can allow customers to clearly segment product offers and present them with small groups of product choices – essential to securing sales conversion when customers have limited time to give to their shopping mission.

Promotional space must also make sense – customers can be easily influenced if they are presented with logical promotions that they feel they must buy. And, importantly, displays must be able to support the day’s sales while maintaining visual presentation standards. Visually poor displays will negatively impact on the shopping experience and, ultimately, damage the wider venue brand. POS must also be implemented correctly or it may drastically weaken the impact and purpose of promotional messages.

Increased visitor footfall also brings with it the need to maintain POS standards doubly hard. Disheveled displays won’t show products at their best – resulting in lost sales. It is also important to add uniformity to the retail experience within a venue without detracting from the individual identities of the brands operating concessions. Furthermore, the overall space has to offer an environment within which each individual brand is allowed to express itself.

The most important thing to remember is that retail success, like any team sport, is often a result of the whole being greater than the sum of its parts. Retail teams with the knowledge and skills needed to implement improved product presentation standards, can be the cornerstone of enhancing the brand experience, inspiring customers and driving sales.

Karl McKeever is the founder and managing director of Visual Thinking, which specializes in visual merchandising, brand delivery and retail performance improvement. Karl and his team have created strategies for the likes of Harley-Davidson, Wilko, Marks & Spencer, IKEA, Sainsbury’s, O2, John Lewis and Coles.

 

 

Comments:

There are currently no comments.

If you would like to post a comment about this blog, please click here.
RECEIVE THE
LATEST NEWS


Your email address:



Read Latest Issue

Web Exclusives

One-on-one: Piercalo Giannatassio, DAS & Small Cells Business Unit, Cellnex Telecom

Stadia speaks to Cellnex’s Piercalo Giannatassio about the company’s role in installation of the communications infrastructure at Wanda Metropolitano.
Click here to read more



One on one: Peter Gyorgydeak, CEO, BioSec

In the current issue of Stadia, you can read about some of the security technologies helping to keep stadium spectators safe. Here, BioSec CEO Péter Györgydeák reveals more about his company’s work in this field.
Click here to read more



Hearts reveal structural engineering details of new Main Stand

Girder truss option selected as most cost-effective solution for new 7,000-seat stand at Tynecastle Park
Click here to read more



One-on-one: Jorge Jusdado, director, Philips Lighting Spain and Portugal

Stadia speaks to Philips Lighting’s Jorge Jusdado about the company’s role in installation of the lighting system at Wanda Metropolitano
Click here to read more



Mercedes-Benz Stadium becomes first LEED platinum stadium

Home of the Atlanta Falcons, the NFL’s newest stadium, has been recognized as one of the most sustainable venues in the world
Click here to read more




Supplier Spotlight

Supplier SpotlightWe are building a list of leading suppliers covering all aspects of the stadia industry. Want to see your company included? Contact john.doherty@ukimediaevents.com for more details.

Submit your industry opinion

Industry BlogDo you have an opinion you'd like to share with the stadia community? We'd like to hear your views and opinions on the leading issues shaping the industry. Share your comments by sending up to 500 words to matt.ross@ukimediaevents.com

Submit Your Recruitment Ad

Recruitment AdTo send us your recruitment advertising or to receive information on placing a banner please email john.doherty@ukimediaevents.com