S&NPC creates sports guide for lessees

The guide contains the consumer insight publicans need to raise their game such as how to meet customer expectations according to customer age, gender and social background.

S&NPC has used Heineken consumer segmentation, identifying nine different types of customer and their requirements – from the buzz seeker to the career guy. For each, it looks at their profile, what they like to drink, the matches and sports they want to watch and what they expect a TV Sport pub to provide.

The guide also provides lessees with the business advice including information on attracting customers sooner and keeping them longer; creating the right mood; choosing the right AV system: serving the right food and drink as well as tips on slick and efficient service and a run-down of the legalities of showing sport in pubs.

Chris Moore, S&NPC trading director, said: “Monday Night Football in America is a fantastic experience for football fans, appealing to men and women alike.  With the combination of a great pub culture and love of sport in the UK we should be able to rival this atmosphere and regularly entice viewers out of their homes to watch sports.  

“To do this, we’ve got to approach sports from a more professional perspective. We have to turn viewing sport in pubs from a random experience to a regular occasion.  Our guide, Sport in Pubs, is designed to help do this and to help lessees plan, deliver and profit from great customer events.  

“With those viewing sport in pubs and bars once a week spending on average £18 a visit, an increase of even a small number of viewers could have significant impact on a pub’s bottom line. The most successful sports pubs will be those that most closely meet their customers’ expectations.”