{"id":26901,"date":"2021-05-27T07:32:34","date_gmt":"2021-05-27T07:32:34","guid":{"rendered":"https:\/\/thedotsociety.be\/2023\/\/2021\/05\/27\/the-impact-of-weather-on-your-marketing-ecommerce\/"},"modified":"2024-01-30T13:41:12","modified_gmt":"2024-01-30T13:41:12","slug":"the-impact-of-weather-on-your-marketing-ecommerce","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/the-impact-of-weather-on-your-marketing-ecommerce\/","title":{"rendered":"The impact of weather on your marketing &#038; ecommerce."},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-26901'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-etxyk9-35f8c561d79547a7f7cd37d743325858 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-etxyk9-35f8c561d79547a7f7cd37d743325858\">\n.flex_column.av-etxyk9-35f8c561d79547a7f7cd37d743325858{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-etxyk9-35f8c561d79547a7f7cd37d743325858 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-ju1b8xks-9df22c7114583b6af05721e0b7342833 '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Rainy rainy days. When will it stop? May 2021 is one of the rainiest months in history. We researched to understand the impact of the weather on marketing and bumped into different interesting studies of the impact of weather on retail &#038; your marketing. Here you can find the main conclusions and our advice to respond cleverly to weather with your communication.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Weather is the most primal and universal factor in consumer decision making. It affects where we go, what we wear, what we eat, what we buy \u2013 and crucially, how we feel. This makes weather an important factor in your day-to-day communication strategy. It is a real-time data-set available to marketers which provides an insight into a consumer\u2019s mood, desires, and purchase intent at any given moment.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The most important impacts of weather:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Weather is the 2nd biggest influence on consumer behaviour after the state of the economy<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Exposure to sunlight has been proven to increase our willingness to spend money on products\/services by up to 56%.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Research suggests that severe or extreme weather conditions ultimately have less impact on retail sales than longer periods of bad weather. For example, ten days with 7 centimetres of snow are much worse than one day with 70 centimetres of snow. <\/span><span style=\"font-weight: 400;\">(source: https:\/\/www.ecommercenews.nl\/extreem-weer-goed-voor-ecommerce\/)<\/span><\/li>\n<\/ul>\n<p><strong>Weather-drive demand &#038; how it affects your mood<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Weather is a fundamental driver of consumer spending habits. However, many of us don\u2019t realize just how pervasive weather\u2019s impact on the sales of goods and services really is. Forget about umbrellas and ice cream &#8211; the relationship between weather and product demand spans across nearly every industry including Food &#038; drinks, clothes &#038; fashion and health &#038; beauty.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-22907 \" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Schermafbeelding-2021-05-27-om-09.24.24-1030x645.png\" alt=\"\" width=\"621\" height=\"389\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Weather targeting is not just about tying a particular product to the weather (although this is a big part of it). Weather data can also be used by marketers to tap into the consumer\u2019s psyche at any given moment in time. Understanding the customer\u2019s mind frame, and tailoring marketing messages accordingly, will result in a much more potent campaign strategy. A message that delivers timely and relevant information, in a tone that resonates with the consumer\u2019s mood, will elicit far greater purchase intent.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-22909 \" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Schermafbeelding-2021-05-27-om-09.25.15-1030x645.png\" alt=\"\" width=\"462\" height=\"289\" \/><\/p>\n<p><strong>How to implement current &#038; forecasted weather in your communication strategy?\u00a0<\/strong><\/p>\n<p><em><span style=\"font-weight: 400;\">Current weather\u00a0<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">The weather that an individual is experiencing at any given moment has the most immediate and salient influence on their mood and purchase behaviour. How to tap into a sudden change in weather?\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create Instagram stories based on the current weather\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Change your webshop look &#038; feel according to the weather. The first header image can be sufficient to quickly adapt<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Boost your most sunny post for 1 day! (when the weather is excellent!)\u00a0<\/span><\/li>\n<\/ul>\n<p><em><span style=\"font-weight: 400;\">Future weather\u00a0<\/span><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Forecasts offer an excellent way to prepare communications with customers whilst providing a value-add which affirms the consumer\u2019s need for the product or service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-22911 \" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2021\/12\/Schermafbeelding-2021-05-27-om-09.26.35-1030x775.png\" alt=\"\" width=\"419\" height=\"316\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Timberland sends weather forecast emails advising subscribers that good weather is forecasted over the next few days, with the tagline \u2018looks like a great weekend for a hike\u2019 and a promotional discount on hiking boots.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Source: The Complete Guide to Weather Based Marketing by the weather unlocked.com<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Extra tips to prepare for the upcoming sunny period:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prepare your email marketing with content that taps into the forecast<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Facebook marketing: adapt campaigns &#038; focus on collections and product categories that fit the season. Especially if your items are season-specific. Adapt your Facebook &#038; Instagram shop with the most summer-proof collection. Learn more about <\/span><a href=\"https:\/\/thedotsociety.be\/2023\/\/en\/pimp-your-facebook-instagram-shop\/\"><span style=\"font-weight: 400;\">facebook shops in this article.\u00a0<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google extensions: we add google extensions to highlight the most weather-relevant products and categories.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share your most sunny items on your social media channels. Create an Instagram guide: get ready for summer\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Last but not least via a weather API as &#8220;Weatherunlocked&#8221; you can connect your dynamic advertisement to this tool, which will show the sunniest items on sunny days or rainwear on rainy days.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Want to learn more? Contact us!\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-976ec82477ebae4d8c53e4340b8bec8c av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Deel dit artikel<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/the-impact-of-weather-on-your-marketing-ecommerce\/&amp;t=The%20impact%20of%20weather%20on%20your%20marketing%20%26%20ecommerce.\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=The%20impact%20of%20weather%20on%20your%20marketing%20%26%20ecommerce.&amp;url=https:\/\/thedotsociety.be\/en\/?p=26901\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Fthe-impact-of-weather-on-your-marketing-ecommerce%2F&amp;description=The%20impact%20of%20weather%20on%20your%20marketing%20%26%20ecommerce.&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2021%2F05%2FEngels-30-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=The%20impact%20of%20weather%20on%20your%20marketing%20%26%20ecommerce.&amp;url=https:\/\/thedotsociety.be\/en\/the-impact-of-weather-on-your-marketing-ecommerce\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=The%20impact%20of%20weather%20on%20your%20marketing%20%26%20ecommerce.&#038;body=https:\/\/thedotsociety.be\/en\/the-impact-of-weather-on-your-marketing-ecommerce\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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