Leveraging peak moments: how to capitalize on opportunities in retail and out-of-home
From local holidays to international sporting events: they create significant peak moments during the spring and summer. These are periods when consumer behavior shifts, floor dynamics increase, and brands have the opportunity to be visible at the moments that truly matter.
From supermarket to screen: where visibility makes the difference
During major events like the World Cup, the focus shifts toward the home experience. Consumers watch matches together and stock up heavily at the supermarket. On match days, we see a clear spike in purchases of beer, soft drinks, and snacks. At these times, the rule is: what is visible and immediately available gets bought. Extra shelf space, eye-catching displays, and quick adjustments on the shop floor make all the difference.
In out-of-home channels, activity also increases. Cafés, terraces, and other hospitality venues attract more visitors during these peak moments, where experience and atmosphere play a key role. In this setting, it’s all about visibility in the moment—from activations to being in the right place with the right timing.
Within consumer electronics, we see a growing need for a better viewing experience. Let’s be honest: you don’t want a lagging screen at the exact moment your country scores the winning goal—or just misses it. Consumers research televisions and accessories, often much closer to the event than originally planned, making timing and presence extra important.
Here, too, we see every year that products catering to the moment—from chilled drinks to accessories in national colors—perform best when they are visible and easy to pick up. And while one person is judging the royal family’s outfits, the other is already ordering the next round of drinks!
Out-of-home during peak moments: experience, crowds, and immediate impact
During King’s Day (one of the major peak moments in the Netherlands), the focus often shifts outdoors, where experience and spontaneity are central. This is especially evident in out-of-home locations. The combination of celebration, crowds, and a younger target audience leads to quick decision-making. Because of this, the visibility and immediate availability of brands are decisive factors.
The power of emotion
What connects these peak moments is the power of emotion. Whether it’s cheering together during a match or celebrating King’s Day: consumers are guided more by the moment. This makes these periods dynamic, but also highly opportunistic.
Ready to maximize peak moments?
We help our partners make a difference during these specific times. During peak periods, we are extra sharp: we provide support where needed and ensure they are visible at the moments that matter.
While Unilever focuses heavily on various promotions in supermarkets during these times, PepsiCo targets impulse categories such as chips and snacks. Two different strategies, one goal: maximum impact at the right time.
Just like Unilever and PepsiCo, successfully capitalizing on these peak moments in retail and out-of-home requires visibility and strong execution on the shop floor. That is exactly where the difference is made.
Are you ready to make your brand stand out during peak moments? Whether you are looking for a (short-term) scale-up of your team or want to increase your brand’s visibility, we ensure you stand out when it counts. Do you want to know more? Contact us.
