Fair-weather trends

Today, state-of-the-art long-range forecasting technology makes it possible to predict weather conditions up to a year in advance, with better than 70% accuracy. Long-range forecasting can dramatically improve sales planning and marketing decisions for retailers and manufacturers of weather-dependen...

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Bibliographic Details
Published in:American Demographics 1997-05, p.8
Main Author: Gagne, James
Format: Article
Language:English
Subjects:
Accuracy
Advertising
Consultants
Decision making
Forecasting
Market planning
Market strategy
Marketing
Meteorology
Precipitation
Rain
Retailing industry
Sales
Sales forecasting
Seasonal markets
Ski equipment
Snow
Temperature
Weather
Weather forecasting
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Summary:Today, state-of-the-art long-range forecasting technology makes it possible to predict weather conditions up to a year in advance, with better than 70% accuracy. Long-range forecasting can dramatically improve sales planning and marketing decisions for retailers and manufacturers of weather-dependent products. Eastern Mountain Sports, a sporting goods and apparel chain, routinely uses a weather advisory service to prepare monthly plans for weather-sensitive merchandise, as well as to plan fall/winter promotions. In spring 1996, the company made the decision to increase rainwear and outerwear offerings 20% over last year based on weather forecasts. The Nestle Beverage Co. uses weather forecasts to plan in-store promotions. Persuading a retailer to increase display and shelf space for hot cocoa in August can be a hard sell. It is a little easier to win that argument if a manufacturing can illustrate and highlight good weather opportunities for the product.
ISSN:0163-4089
2163-5897