Taylor Swift’s Eras Tour: How Can UK Stadiums Maximise Merchandise Sales?

Taylor Swift’s ‘The Era’s Tour’ has arrived in the UK. The global superstar is set to perform the set of her highest-grossing tour to more than 1.2 million fans across 15 dates up and down the country.

..Ready for it?

Over the last year, Taylor’s iconic friendship bracelets have become a viral sensation. Fans have shared thousands of videos of their bespoke outfits for her events, showcasing their favourite albums through standardised merchandise, such as her commonly purchased Cardigan sets.

Loyal fans want to wear their favourite artists’ merch with pride and take home a t-shirt or poster as a token to remember what they’ll regard as the best night of their lives. According to a Forbes article, merchandise sales at the 60 The Eras Tour shows Taylor performed in 2023 made her $200 million. Meanwhile, Billboard estimates Taylor’s per-show average merchandise sales to be roughly $2 million.

Merchandise sales present significant opportunities for retailers, those who are able to manage it effectively can capitalise on the opportunities. As the Swiftie craze continues to surge, UK stadiums hosting the global superstar on The Era’s Tour must gear up to meet fan demand and maximise sales.

Enabling Fans to Shop in Style

Convenience is one of the key elements of fans’ merchandising experience. As they arrive at their long-awaited concert, feeling enchanted to see their favourite artist perform, they’re going to want to quickly grab their merchandise and head straight to their seats in a Lavender Haze.

Omnichannel fulfilment options enable consumers to shop at their convenience, particularly through click-and-collect, also known as Buy Online, Pickup In-store (BOPIS). Fans have enough to worry about pre-show, so BOPIS can allow them to simply purchase their merchandise ahead of time and collect it once they arrive in their Getaway Car at the stadium.

The key to convenience lies in providing options. With the Order Management System (OMS), stadiums can allow fans and visitors to purchase items at their convenience – whether completely online, fully in-store or using a mix of both.

Fulfil Fans Wildest Dreams

There’s nothing worse for fans than queuing for hours at a merchandise stand to get to the front and realise their preferred item is out of stock. Retailers need to lean on innovative inventory management systems that provide real-time visibility, allowing them to automate processes and avoid out-of-stock situations.

With an inventory management system integrated with their analytics, stadiums can better analyse data and forecast trends. This enables them to anticipate demand and boost sales effortlessly.  Additionally, retailers can offer customers the convenience of tracking their items online when using BOPIS, providing real-time notifications when their order is ready for pickup. As a result, they can significantly reduce in-store queues while driving sales.

 The Need for Swift Service

As the excitement builds before the tour, speed becomes crucial for both vendors and fans. A packed stadium often means a bustling store, and visitors are just as eager to find their seats before the show starts as they are to buy merchandise. To avoid the risk of fans giving up on buying a t-shirt and instead turning to bootleg sellers post-event or ordering online, stadiums need to consider innovative solutions like the Mobile Point-of-Sale (POS).

With the Mobile POS solution, merchandise staff can assist customers from anywhere in their stores within seconds. The solution frees in-store associates from fixed checkout terminals, drastically reducing queue times. Mobile POS allows associates to complete checkout transactions, answer customer queries, and also locate inventory. The result? Higher volume of sales and satisfied customers who can quickly secure their merchandise and make their way to enjoy the event in the heat of the Cruel Summer.

The Era’s Tour promises to be a dazzling experience for fans, leaving them enchanted. Stadium staff should aim to avoid any regrets when reflecting on their performance during these eagerly awaited tour dates. As one of the biggest tours hits the UK this month, stadiums must be prepared to meet the fans’ demands to drive maximum sales and deliver excellent experiences.

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