With the 2014 Commonwealth Games kicking off in Glasgow tomorrow (23 July), a study by a UK marketing agency has surfaced offering insights on what customers would like to see in supermarkets during the event.

The survey by Savvy Marketing last year of 1000 British household shopping decision makers, found that 40 per cent of Britons want to see offers on products to eat and drink during the event, while 36 per cent would like to see Games themed competitions run.

Despite the results being based on UK households, they offer some insight into the thinking of Australian shoppers around the Commonwealth Games.

Alastair Lockhart, insight director at Savvy Marketing, said events play a key role for brands and retailers.

“Brands and retailers are well advised to plan how they can capitalise most effectively. As well as using insight to gain a deeper understanding of the role these events play in the lives of shoppers, brands and retailers need to consider execution in a multi-channel environment,” said Lockhart.

“Crucially, events are no longer the sole territory of superstores –  we suggest that some of the greatest potential event growth opportunities can be found online and in convenience.”

Support for local sports clubs and initiatives were also on the wishlist of 30 per cent of shoppers, while 35 per cent would jump at the opportunity to win tickets to the Commonwealth Games.

“It has been an action packed year so far on the sporting front. Creating a buzz around events like this is a great way for retailers and brands to excite and engage with shoppers on a personal level in line with their interests.

“The winners for this event are likely to be the retailers and brands who have adopted both a national and regional marketing strategy and are able to maximise the opportunity,” Lockhart said.