WEATHER FOR RETAIL – WEATHER FOR THE SUPPLY CHAIN – WEATHER FOR MARKETEERS Within the temperate climate zones of the world, some 70%-80% of goods and services are to one degree of another weather sensitive – weather within retail in particular has huge importance. Season in and season out, company fortunes ebb and flow due to the vagaries of the weather, but historically many have simply accepted the negative impacts and also failed to capitalise on the positive ones, meaning a double-whammy P & L potential. But all that can now change! Weather Sense is the ultimate scientifically-proven consultancy-driven service, exclusively designed to make the most of your sensitivity to the weather. Weather Sense is a 7-stage approach to maximising your weather-related profits and minimising your weather-impacted losses. Most of the steps are optional, but the end result is to put YOU in control. Whose it for? Retailers, manufacturers, distributors, marketers… indeed, any company or organisation, large or small, whose products and services may have a sensitivity to the weather, both in the UK and further afield.
How it works
1. Discovery: We need to learn about you and you us. As an introduction, we initially visit you to assess your weather sensitivity and then discuss the most appropriate requirements. There are no fees to pay (beyond basic travel & any accommodation expenditure), and there are absolutely no obligations going forward. This is all about finding out via your bespoke diagnosis and then deciding how best to set in motion your very own Weather Sense.
2. Historical Analysis: In order to plan for the future, it is absolutely necessary to measure the past. By that we mean comparing and contrasting previous weather events against items such as sales, production, footfall, staffing, absenteeism from the workplace, performance, engagement – indeed whatever and whenever the major elements of weather, be it temperature fluctuations, rainfall, snowfall, sunshine, wind or frost. So, if you haven’t already measured your own historical weather sensitivity, then we will do it for you, or we will arrange the most appropriate feed from our established weather data partner.
3. Classification: Depending upon the nature of your business, we will next need to classify your products or services. It could be that you have several or even several hundred products, some of those may be at the top of the weather-impact ‘iceberg’, others in the middle and some at the bottom. That same iceberg may also shift with the seasons, so given the historical data comparisons, it will be necessary to colour-code your products or services – in-effect prioritising for weather impact and time of year, but keeping things relatively simple for instant in-house appreciation and future planning.
4. Forecast Requirements: We now turn to that future planning. Whether seasonal or specific to certain times of year, you will by now know the pivotal peaks and troughs of everything that is important to you. It’s our job or indeed the job of our forecasting partners, to ensure you receive your forecast data in a timely way and one complimentary to your business model. Whether city, town or region specific, daily, weekly or monthly outlooks, colour-coded forecasts will provide you with an instant appreciation of what lies ahead, ready for your next actions. Remember, extremes of weather and particularly at pivotal time of year, will tend to be the most important factors in gauging success, so that is where your main focus is likely to be, but it’s also important to note that registering unhelpful weather can save on staffing costs and wastage.
5. Weather Plug: ‘Feel the pulse, capture the moment’. The key to maximising profits is to get your weather-led message out there to your customers at the optimum time. Once you are heading towards a sweet weather-spot, you absolutely need to make the most of it. By now, Weather Sense should have geared you up, you will know what weather is coming and what expectations you may have, so it’s time to put some icing on the cake. Weather Plugs are in fact short weather-associated messages direct to your customers, associating your product or service with what they may very well desire at this time of optimum weather. Whether by SMS, Facebook, Twitter, email or the more conventional advertising and marketing routes, timely Plugs put you on the front burner and ahead of the crowd. The Plugs can be set-up well ahead of time, ready to press the button and capitalise, as and when the colour-coded forecasts dictate.
6. Educating Key Personnel: If you would like to continue to hold our hands into the future, then that’s no problem. We can remain your ongoing Weather Sense consultants; but ideally and whether we retain an umbilical cord with you or not, it would be beneficial to spend a day of meteorological impact education with your key personnel. It’s taken us 30 years to refine what we know today, in order for it to be meaningful to you, but a few hours of fast-track group training, can and will mean you will be more equipped to face the weather’s whims in-house and utilise Weather Sense to the full into the future.
7. Insurance: And finally, it is fair to say that sometimes the wrong kind of weather at a pivotal time can be the be-all-and-end-all – quite literally. We realise that there may be a ‘safe-house’ requirement to possibly insure against the most negative of weathers impacting upon your business. Thankfully, Weather Sense has a solution here too. We have teamed-up with Willis Towers Watson – one of the City of London’s finest insurance brokers. Upon introduction, they will be pleased to work with you to identify and select the most suitable weather insurance products to suit your needs.
The Costs: Every company is different and every solution is distinctive. In the initial ‘Discovery’ meeting or more likely in the days that follow, it should be possible to arrive at a conclusion concerning what is required from Weather Sense and when. At that point, we will be in a position to provide you with a no obligation break-down of the costs, for the desired components.
Still interested? Please call or drop us a message to discuss your Weather Sense future.
“For every drop of rain, flake of snow, breath of wind or rise and fall in temperature, there is a commensurate rise and fall in the supply and demand of most goods and services, and a measurable impact upon commercial fortunes. It’s for individuals, companies and organisations to recognise that indisputable fact, then act and prosper…. or do nothing and face the consequences of the weather’s whims.” Jim N R Dale, Founder, British Weather Services, September 1991.”