Capitalizing On The Ever-Changing Weather

I was reading an article about weather and retail. One of my clients, a sporting goods retailer, deals with weather all the time. It's not hot enough, it hasn't snowed, it's too rainy…each type of weather means something different -- summer hasn't kicked in so people don't buy waters sports equipment, they don't buy ski equipment because there isn't any snow, and they don't buy camping equipment because it's too rainy. As soon as the weather turns, sales turn on like fire hose. While they have to be ready for the weather with tons of inventory sitting in stores, you, as a small retailer can be a lot more nimble.

We all deal with weather issues and we intrinsically know what types of weather positively and negatively impact our business. So how are you adapting to the ever-changing weather? Just as you would put on a coat when the weather turns cold, you need to change your messaging or merchandising focus in your store to literally tell people you can help them with the change of weather.

THE REAL WORLD RETAILING TAKEAWAY
You don't have to subscribe to a ridiculously expensive software system to plan your inventory around the weather -- you're a small retailer -- just use the information you have (the local weather forecast, as accurate or inaccurate as it may be) and your intuition to pull the merchandise together you already have.

Visual Merchandising -- for example, it's supposed to be summer but it's not…the weather isn't hot enough but you see an upcoming heat wave - time to get proactive. What do you personally do when the weather turns hot? In LA, it's time to spend afternoons at the pool which means margaritas in acrylic glasses, a blender, lots of finger food and dips in dishes, music, towels, swimwear, lightweight clothing, sunscreens, grilling and more. So as a retailer, no matter what category you're in, think about pulling together a summer heat wave statement front and center so your customers see it first when they walk in. You not only tell your customers you're on trend, but you may spark their interest and have them thinking "I should have a pool party" and then they buy everything on the feature display. Ok, maybe not. But you get the point.

Marketing -- Now tell your customers about pool parties. Send out a quickie email highlighting some of the products you're selling that are perfect for the upcoming heatwave….get creative. "Ways to beat the upcoming heat", "Everything you need for summer pool parties" are just a couple of roads you can take with your marketing message (bonus points if you create signs in your store that tie the messages in store to the messages in your marketing).

Overall -- the weather is such a driver in our daily lives…we're forced to react constantly to the its changes. Most of us live in four seasons -- even in LA, we have fall and winter (no, we don't get bone-numbing freezing temperatures but we do wear jackets in winter and turn on the heat). In fall, people start to nest…they want throw blankets, candles, autumn colors, sweaters, etc. So make sure you cater to them not only as broad seasons change, but as weather changes on a weekly or more frequent basis (that upcoming frost means a jacket, not just a sweater).