The Met Office and Weather Channel UK hosted an industry
event to highlight how everyone’s national obsession, the UK weather
can play a pivotal role in the opportunities to integrate weather data
into digital advertising campaigns and providing actionable sales
Presentations were provided by the Met Office addressing how the
weather affects us all in our every day lives from decision making to
providing safety information and how the weather is so changeable.
Forrester also addressed the audience to provide some more actionable
data in how the weather impacts how we all behave as well as consume.
Some fantastic insights were provided with these examples:
Example 1 – The use of advertising billboards being optimised by
brands to promote their message through real-time weather data e.g. a
change in weather pattern (rain to sun) provides an opportunity to
optimise the billboard campaign in promoting a different branded
product associated with a change in weather.
Indeed, by integrating real-time weather data, fashion brand such as
La Redoute have experienced a 34% increase in traffic to their website
primarily due to optimising their marketing message around the
Example 2 – Coca-Cola has utilised the power of weather data to help
them influence fluctuations in price-points of their soft drink e.g.
the hotter it becomes so the price point increases:
“At outdoor temperatures below 84 degrees, the price was $2.40. When
the temp. increased to 84-85 degrees, the price dropped to $1.70. If
it broke the 86-degree threshold, the machines only charged $1.20″.
Example 3 US based supermarket chain Wal-Mart uses weather data to
help plan and optimise their supply chain in shipping the right
products to the right destination across the US based on how the
weather may dictate changes in product sales.
Example 4 – Quaker Oats – traditional seller of our porridge oats
experience a direct correlation between sales of their porridge and
changes in temperature e.g. the colder it is the more products are
Such examples have helped accelerate a “tipping point” where more brands and
retailers are putting their confidence in integrating weather data
to become a central component in their data targeting tool-set. Brands
need to consider that now is the time for UK businesses to resource up
their internal staff and ensure organisations plan and develop
strategies impacted by the weather.
Getting access to this weather data, and more importantly, ensuring
the weather data is actionable is now more readily available. This in
turn now provides a perfect platform for innovative and market leading
brands to differentiate themselves from the competition and take the initiative
by integrating weather data.