The changing winds: Adopting a weather strategy is the next front in marketing effectiveness

This article discusses the effects of the weather on retail, arguing that marketers need to design weather strategies alongside responses to other externals.

The changing winds: Adopting a weather strategy is the next front in marketing effectiveness

Paul Walsh

It's widely understood that the weather can have a negative influence on retail sales. For example, in 2014 when Boston was hit by unusually heavy snow that derailed transportation and shut down stores, businesses lost millions. In fact, Money reports estimated losses totaled $10 million each day businesses were closed. Boston is not alone. More recently, in October of 2015, devastating floods hit South Carolina resulting in an estimated net loss of $390 million in economic output, according to Moody's Analytics.

But...

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