Mystery Shoppers

Featured Article September '09

Weather You Like it or Not

 

It seems that Insight’s advice is being headed even by the big players. In last month’s edition we looked at the effect of heatwaves on sales and concluded that the weather has an effect on turnover regardless of the product, as all products are necessarily connected with the weather. Our advice was that this correlation can be used to your advantage by promoting the product most pertinent to the current conditions.

It seems that our message has proved true with supermarket giants, Tesco, recruiting their own ‘Weather Team’. The team will monitor the varying weather conditions across the country and change stock levels of corresponding items accordingly, increasing salads in those areas which are sunny and soups in the more chilly regions. It is hoped that this will help Tesco to match supply with de-mand more accurately.

Fear not, we are not suggesting that in order to succeed you too need a dedicated weather panel. Instead we take this example as material proof that sales are indeed influenced by the weather. With this in mind, we reiterate our message that you should exploit this link if you want to see increased turnover.

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