Rapid Retail’s Modular Merchandise Units and Bars are ready for action at the 2015 Rugby World Cup Stadiums

Sporting fans across the world will be eagerly watching the UK during the next six weeks, as twenty nations from around the globe will compete for the 2015 Rugby World Cup. The tournament, which starts today, is expected to boost the economy by £2.2bn, including an estimated £1bn for the UK’s travel and tourism industry, based on the amounts fans are likely to spend on travel, accommodation, food, drink and merchandise.

Modular Merchandise Units at Host Venues

Rapid Retail is supporting the event organiser, World Rugby, by playing its part in adding value to the UK’s economy with customised modular merchandise units and bars at the majority of host venues. The RWC 2015 will be hosted across 11 different cities at 13 different stadiums. From Twickenham and Wembley to the Millenium and Etihad Stadiums, Rapid Retail’s units will be welcoming the 2.3million ticket holders, including an estimated record 500,000 visitors from abroad, at all but one of the official host venues.

The advantages of modular merchandise units at large-capacity stadiums

At big international matches, when large crowds are expected, it is important to provide patriotic fans with the opportunity to access the wide range of promotional merchandise products available in a simple and efficient way and to provide them with easy access to good food and drink. Rapid Retail’s portable stadium shops are strategically placed around the venues to provide this service and help avoid the long queues often associated with large-capacity stadiums.

A familiar sight at the host stadiums for football, rugby and other major events, the bespoke and highly visible units take on a variety of functionalities throughout the year. They are used to help ease pressure on busy club shops, bars and offices, thereby improving visitor turnaround, increasing customer flow and maximising impulse buying opportunities. When the RWC 2015 descends on the venues on rugby international match days, the organisers will be able to rebrand the units to reflect the tournament’s logo and colours and take advantage of their central location within each stadium.

Modular merchandise units across Europe and the UK

Rapid Retail has, since 2007, been changing the face of many British and European sports stadiums. The company’s unique products can be seen at some of the world’s famous sporting venues, including Old Trafford in Manchester, Stamford Bridgethe Emirates Stadium, the Olympic Stadium and Lord’s Cricket Ground in London, Camp Nou in Barcelona, Parc des Princes and Stade Francais in Paris and the Vicente Calderon Stadium in Madrid. The design of the modular merchandise units are underlined by innovation and brand power, offering venues a simple, quick, effective and eye-catching merchandise retail enhancement and solution. Replica shirt selling and shirt printing, huge business in football, are one of the most popular uses of Rapid Retail’s merchandise units, which are invariably open on match days to take the pressure of the busy club shops.

Merchandise retail, and the sale of shirts in particular, is also expecting to be big business at the RWC 2015. Which shirt (apart from England’s, of course!) will be the best seller at our host venue units during the tournament? According to the Telegraph, describing it as “one of sport’s most celebrated and storied objects”, it will be the New Zealand’s black shirt. White collar gone, the All Black’s jersey has been redesigned to be “as black as black is possible”. Captain Richie McCaw supports the endorsement: “You are putting on something bigger than yourself.” Will the rugby fans agree? Will merchandise sales follow suit? The next six weeks will, no doubt, reveal all…

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