1
The story
Our client used the consumer spending and shopping trend report to provide content for a marketing campaign headlined by the event to gain visibility and awareness and boost sales. Previous reports included the Women’s Euros in 2022, Men’s World Cup 2022, King’s Coronation Weekend 2023, and Eurovision 2023.
2
The solution
- To answer the client brief we designed an online and mobile survey to provide direct inputs into each of the scope elements of the project.
- 1,500 consumers surveyed across a representative sample of shoppers, differentiated by age/generation, gender, region, social grade.
- Key survey questions answered: Consumer participation rates? Types of activities being undertaken? Which retail/hospitality categories are best placed to benefit? Forecasts for the total boost to the UK economy of the Eras Tour 2024? Retail spending forecasts by category? Hospitality venue spending forecasts? GlobalData predictions for the events most likely to gain media coverage?
3
The outcome
GlobalData delivered a comprehensive spending report with clear and concise charts and graphs and an excel Datapack containing key metrics which included:
- Total number of shoppers and their participation rate. Concertgoers and venue attendees with/without tickets
- Total spend on Retail, Hospitality, and Travel/Tourism – split across the participating regions/cities in which the concerts took place
- Concert-related sales revenues e.g. ticket sales (official vs. resale), merchandise, dress-up clothing, crafting (friendship bracelets/outfits).
- The client published the report on its website, offered Eras Tour outfits shopper discounts on UK fashion brands and gained press coverage and mentions from the report’s release in the media.
3
How we can help you
“For businesses operating purely online, maintaining visibility and awareness in a crowded space and keeping customers and stakeholders interested and engaged in its activities is always a challenge but vital for business success. Building an awareness campaign around a global event such as the Eras Tour provides great online content and connects with shoppers and a media landscape hungry for exclusive attention grabbing stories. We understand how to provide this kind of content, with insights and talking points that can engage shoppers and ‘make the news’ for our clients". Joseph Robinson, Director of Consulting Retail, Consumer Custom Solutions, at GlobalData
A predictive consumer spending report based on a global event
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