Pub profit proven from point-of-sale promotions

Using point-of-sale material to promote sports screenings has a positive impact on sales, according to new analysis by Star Pubs & Bars.

Research carried out by the company revealed that those pubs that used its free 2022 Six Nations Championship merchandise saw, on average, a £1,300 uplift in sales compared to those outlets that did not use the material.   

Following the success of its 2022 rugby support, Star Pubs & Bars is now investing £60,000 in a free 2023 Six Nations promotional package. The pub co has told Pub & Bar that 1,000 pubs are expected to take up the offer.

The kits will include posters, flags, bunting and ecoboards. In addition, there will be online guidance on maximising the occasion.

“Analysis of drinks sales following last year’s Six Nations Championship demonstrates that using merchandising effectively to promote sporting occasions isn’t just a ‘nice to have’, but makes a real difference to the bottom line," says Cathy Olver, head of digital and retail marketing. "With the current economic pressures on consumers, it’s more important than ever to give them reasons to visit pubs and it’s a priority for us to support our licensees in maximising all occasions.

"Major sporting fixtures have been shown to have real pulling power, tempting people out of their homes and into the pubs to soak up that all-important match atmosphere. As pub goers become more discerning about where and how they spend their money, it’s not enough just to show the rugby - pubs need to go all out to make watching it a fun and memorable experience.”

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