How Retailers Can Capitalise on the Olympics Excitement With In-Store Theatre and Relevant Products

Focus on: The Olympics

The 2024 Olympics kicks off in Paris on Friday (26 July) and lasts for just over two weeks, to 11 August. This is then followed by the Paralympics, running from 28 August to 8 September.

With the 2020 Tokyo Olympics attracting a TV audience of 36.4 million, the Olympics and Paralympics represents two opportunities for retailers to create in-store theatre and a relevant range for shoppers hosting events to watch the Olympics at home.

Who is the Olympics for?

The biggest challenge for retailers is maintaining excitement following sporting events, like The Euros. “People aren’t as interested in the Olympics as they are with football, which can make it a struggle, but if we push it, it’s a big opportunity,” explains Bobby Singh, owner of BB Nevison Superstore & Post Office in Pontefract, Yorkshire.

Faraz Iqbal, from Premier Linktown Local in Kirkcaldy, Fife, believes the Olympics are geared more towards older shoppers. However, with so many events throughout the Olympics, there is something for everyone. This gives retailers plenty of avenues to explore.

For example, are you near a gym? It’s likely these gym-goers would be inspired by weightlifting Olympic events, so consider advertising this in store. You can then create in-store theatre around this, utilising any protein-focused products you stock.

Track and field, gymnastics and swimming are three of the most popular Olympics events, so if you’re looking to support specific events, this could be where you start.

The Olympics is televised throughout the day, so there will be plenty of at-home workers tuning in who might buy additional products to treat themselves when events are on.

How to create sports-focused in Store Displays

We all know the importance of in-store theatre and how it can help draw your customers to specific areas of the store.

The simplest form of in-store theatre is bunting highlighting the Olympics. These can be purchased online for a small cost, or some suppliers will have created their own, so reach out to them to see what’s available.

Run an Olympic-style event in store

In-store theatre is only the first step. Keep your shoppers in store for longer by launching your own Olympic-style event in store, as Singh is doing.

“We plan to launch an Olympic-style Supermarket Sweep offering customers the chance to win their shopping for free,” Singh explains.

The competition will not only help to highlight the Olympics, but support customers struggling with the cost-of-living crisis. “It will run like a giveaway. Customers will have a set time to run round the store and whoever has picked the most will get to keep their shopping.”

The event will be ongoing, the retailer said, with one winner announced at the end. The majority of products will be included across grocery, confectionery, snacking and alcohol – all lines typically bought when watching an Olympic event.

Snacking is a core area to focus on

So, you’ve created your in-store theatre, but what are customers actually buying when they tune into the Olympics?

Singh explains: “The Olympics is all about comfort snacks and soft drinks, which go hand in hand.”

Iqbal experiences the same uplift and adds: “It’s always about getting those snacks in for the Olympics, but we do notice healthier choices made compared to football events.”

Water and lower-calorie products sell better for Iqbal during Olympic events, so he makes sure he stocks up on these types of snacks. With any snack, though, taste is key, which is where Epicurium can help.

We specialise in healthy, nutritious and flavourful brands, with relevant lines such as:

• Karma, organic sodas which are a healthier option vs traditional soda,
• Savvy Sweets, a recent launch whose heritage sweets offer low calorie, plant based alternative confectionery.
• Eat Real, whose range of sharing snacks make a great family option for a healthier alternative to traditional crisps.
• VITAL , clean, affordable, and functional energy with 100% British spring water, zero sugar, and all essential vitamin groups, perfect for health-conscious consumers.

The Olympics provides ample opportunity to partner with brands and suppliers, especially as many support them themselves. You can then reach out to them for specific branding or utilise their products in store.

Engaging with your customers

Not everything you do for the Olympics needs to result in more profits. Simply engaging with your customers can show your interest, and this will usually lead to stronger loyalty.

Iqbal, for example, will do regular posts on Facebook asking questions about the events or reminding them that they’re coming up. This will prompt customers to comment and offer their views, helping to boost your page, too.

Singh plans to use TikTok to highlight his Supermarket Sweep-style event. He plans to create short reels and videos to increase engagement and show his work for the community.

“We’ll pair them with the right sounds, ideas and hashtags as this helps boost visibility and reach a wider audience,” he concludes.

Are You Ready for The Olympics?

If you are looking to make the most of Olympic season, Click Here to register an account with us and get in touch with our expert sales team to start building an Olympic level snack range.