Use of Weather Data by the Retail Industry to Understand Consumer Behavior.
Introduction As per the British Retail Consortium, the weather has the second-largest impact on consumer behavior behind the economy. It emotionally impacts consumers, influences their purchasing behavior, and limits how much money they are prepared to spend. The implications are much more widespread than the immediately apparent ones that come to mind as ice cream stands on hot days and umbrellas in the rain. The Weather API influences almost every customer's purchasing choice. Commonplace changes in the weather can affect everything from the food we consume to the clothing we wear, the vehicle we drive, and even the type of home we buy. Understanding this connection can benefit brands or performance marketers greatly. This information can be used to promote products in the most effective and lucrative way possible. Brands can achieve a significant competitive edge by using weather-based marketing initiatives. Weather's Impact on Purchase Channels and Methods The weath...