Asda's In-Store Nanzones Fight Loneliness in Elderly Sports Lovers
Laura McQuarrie — June 13, 2024 — Business
References: asda & marketing-beat
Research suggests that 1.9 people over the age of 65 will watch the biggest football tournament of the year on their own this summer, and Asda is fighting loneliness in older football fans with a series of in-store "Nanzones." This initiative gives people the chance to come together over food, drinks and the shared love of a sport.
“Sport has a way of bringing people together like nothing else. That’s why we want to use the power of football fandom to help strengthen community spirit this summer–and the Nanzones sit at the heart of that ambition,” says Asda chief customer officer David Hills.
The free-to-enter spaces will pop up in places like Watford, Manchester Eastlands and Liverpool Arrow Park stores for the 20th June England versus Denmark game.
“Sport has a way of bringing people together like nothing else. That’s why we want to use the power of football fandom to help strengthen community spirit this summer–and the Nanzones sit at the heart of that ambition,” says Asda chief customer officer David Hills.
The free-to-enter spaces will pop up in places like Watford, Manchester Eastlands and Liverpool Arrow Park stores for the 20th June England versus Denmark game.
Trend Themes
1. In-store Community Zones - Creating designated community zones in retail stores can foster socialization and fight loneliness among different age groups.
2. Sports-themed Social Spaces - Utilizing sports events as a means to create themed social spaces promotes inclusivity and community spirit.
3. Senior Engagement Initiatives - Developing in-store initiatives aimed at elderly engagement can improve quality of life and customer loyalty.
Industry Implications
1. Retail - Retailers can leverage in-store events to build stronger relationships with their local communities.
2. Sports Entertainment - Sports entertainment sectors can expand their audience engagement by collaborating with other industries to create holistic fan experiences.
3. Elderly Care - Innovative social programs aimed at seniors can enhance traditional elderly care services and provide new community-based solutions.
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