Russia’s President Vladimir Putin is hoping FIFA World Cup 2018 (June 14th to July 15th) will showcase Russia as a global superpower, and attract tourists and shopper spend to invigorate the economy. While benefits to retail and the hospitality sectors in Russia are all but guaranteed, will there be commercial wins for the rest of the world as fans scramble to catch the action? Specifically, how can retailers maximise the opportunities Russia 2018 presents?
A great deal depends on how well individual teams perform. Being knocked out in the early group stage will lessen the likelihood of retail traffic and sales spikes for stores selling World Cup-related product, because interest in watching matches drops off when teams bomb. That said, our data from World Cup 2014 shows that the day after a European national team was knocked out, general retail traffic was up +3.41% on the average – the silver lining of national humiliation ….