Weather Analytics for Retailers

As I write this article in February, I am looking at daffodils growing in the garden. December 2015 saw one of the mildest on record with the
highest ever night-time temperatures recorded for December.

The mild temperature presents challenges for retailers, especially those who have been trying to sell winter coats.

Most high street shop owners will understand that the weather can affect sales. If you want to sell umbrellas, make sure you have them displayed when it’s raining.

It’s this kind of insight that retailers use when trying to sell there products.

Here are some golden nuggets to consider

A 10 degree rise on a summer weekend can mean customers want 300 per cent more barbecue meat and 50 per cent more coleslaw – but demand for green vegetables will fall by 25 per cent.

The stormy weather of 2014 increased sales of wellies at Debenhams by 252%. Sales of umbrellas jumped by 67%.

If you sell waterproof mascara, then you could see sales increase when it gets wet.

What about hair removal cream? Tesco sees hair removal cream sales jump 1400% after the first hot spell, as ladies bring short skirts out of the wardrobe.

The hotter the better? Not necessarily, Ice cream sales plateau around 25C and then Ice Lollies take over.

When the temperature rises to 20c to 24c sales of hamburgers will increases at Tesco’s

But it’s not just hot weather – cold weather brings on sales of cauliflower soup, longlife milk, sausages and root vegetables soar.

• Barbecue sales triple in Scotland when temperatures rise above 20°C (68°F). In London, however, the figure is 24°C (75°F).

Customer Experience Awards

It’s been clear for some time now that digital has had a destructive force on the retail landscape.   And as such, retail is going through a tsunami of  change because of the rise e-commerce and increasingly digitally savvy consumers.

But is the challenge for retailers is to keep up with all the latest digital tools and social media platforms?

Ask yourself, before the internet what made you return to a particular shop? Price…probably; service…definitely.

As retailers try to make sense of the maelstrom of customers buying habits, what was true then is true now.  Delivering a customer experience that put consumers at the heart of the process is the key driver to keep customers coming back.

Look at the John Lewis adverts over the past few years.  They are trying very hard to illicit and emotional response and engage consumers on a personal level. In doing so they believe they will be front of mind when it comes to choose a product. Their recent Annual Results would seem to suggest it is working.

And so, we have the Retail Week Customer Experience Awards.  A nod to those retailers, large and small…mainly large, that are focusing on being customer-eccentric. The blurb from retail week is;

There are 13 categories from in-store and digital experience to customer insight, social media, and retail theatre, we will shine a spotlight on brands leading the way in one of the most competitive areas of retail, and showcase those who continue to make the UK one of the very best globally renowned retail markets.

Enter Here – Retail Week Awards 2016

2015 winners included John Lewis, Shop Direct, Superdrug, Tesco, Pets at Home, Naked Wines and other leading retailers – (All Large retailers)