How Retailers Can Take Advantage Of The WeatherE‑commerce
The temperature can have a huge impact on consumer spending habits so this week we’re focusing our #FridayFeeling blog on what retailers can do to take advantage.
Here are a few tips for you to try...
Flexibility in your marketing/social media campaigns – react quickly and make the most of those ‘unseasonably warm’ or freak weather forecasts. Consider importing weather data into your Google Analytics account so that you can fully understand the impact the climate has on sales of certain products and categories. Prepare social posts and PPC campaigns for warm, rainy or chilly days in advance so that they are ready to go live as soon as the weather changes.
Re-live summers gone by – highlighting previous years by using throwback posts can help to evoke a sense of excitement for the current/coming summer season. Post images that feature products similar to the ones you’re stocking this year. Posting images of last year’s festivals can also remind users of what they need for the event this year.
Increase fulfilment support on a Monday/Tuesday – one thing we see during the summer months is a peak of sales on a Monday and Tuesday. People enjoy the weekend weather and when they are back at their desk it’s time to shop! Adjust campaign schedules according to shopping habits - in the winter you may have PPC campaigns scheduled to end at 10pm however when it’s warmer users may want to shop at night to avoid missing out on the sun.
Deals – make these season focussed. Know what your customers want and need – add this into the mix and make the sale a more attractive proposition. Create timed offers on sandals and shorts when it’s hot to create a sense of urgency. Offer free next day or same day delivery to ensure your customers get their orders before the weather changes again.
Additional perks – give your customers a little extra such as summer visiting guides, what to do with the kids in the summer holiday, packing for your holiday, etc. Add these as guides to your newsletters, direct mail and printed catalogues. Include relevant products in the guides to help increase conversions and average order values during the warm weather.
Yellow – the colour of the sun. Remember to ensure your marketing campaigns, banners, artwork and social media posts look summery and bright. Make sure your business evokes a sense of summer across the board