How can retailers deal with extreme weather?
One external factor that consistently wreaks havoc on sales is unseasonable and extreme weather. After another wet summer, is it possible for UK retail to become weather-proof?
As unpredictable weather becomes a standard part of the retail calendar, up-to-date weather reporting and short-notice decisions on media buying can help retailers act on unseasonable weather efficiently.
Bricks-and-mortar stores can be more susceptible to having stock that doesn’t match the weather, so many retailers turn to online to compensate.
“Online advertising is particularly suitable for last-minute changes: emails, search engine, social media, online display and mobile advertising are all adept at targeting key customer segments with new messages at short notice,” says The Weather Channel managing director of international sales Ross Webster.
More retailers are developing weather marketing strategies to manage environmental factors beyond their control. The concept of using historical and forecast weather data combined with industry-leading technology and analytics to really understand consumer behaviour delivers results, says Webster.
“Retailers need to ensure they are delivering contextually relevant, targeted advertising messages to drive marketing effectiveness, reduce campaign wastage and improve sales,” says Webster.
“Even the most minor changes in weather can affect consumer buying habits, so brands that are able to adapt their commercial message in real-time and at a hyper-local level will remain ahead of the game.”
In association with Addleshaw Goddard
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