Analysis: How do Italian retailers measure up as the World Cup starts?

Big game preview: Manaus, Italy, June 14

Stats:

The Italians are distinctly off-form as retail sales decreased for the fourth consecutive month in March and at a faster-than-expected pace, according to the statistical office ISTAT. Retail sales decreased an unadjusted 3.5% year-on-year, after a 1% fall in February. In the first three months of 2014, retail sales dipped 1.8% compared to the same period the previous year.

Who to watch out for during the World Cup:

The Italian division of French grocery giant Carrefour has launched a savings promotion linked to each game played by the Italian football team ahead of the Azzuri’s World Cup opener against England.

The savings scheme is running in Carrefour, Carrefour Market and Carrefour Express stores across the country until July 13 and shoppers purchasing particular items will be rewarded with two shopping coupons - one for the full price of the item, redeemable if the football team wins its next game following the date of purchase, and one for 50% off, if the Italians lose or draw.

The promotion is valid for each game played by Italy, and can be redeemed for seven days after the Italy game. Should the team exit the games in Brazil, shoppers can receive a refund of 50% of the amount spent.

Grégoire Kaufman, director of sales and marketing for Carrefour Italy, said: “We believe that the promotion, which combines the sporting fate of the Azzurri with unprecedented savings on spending, can make the matches of the national team even more compelling and at the same time give practical help to Italian shoppers.”

Verdict:

It seems all about saving for those tournament-tried-and-tested Italians, which could mean a defensive display in the opener and an emphasis on not giving anything away too early.