![]() ![]() This “rainy day” messaging makes sense within customers’ context, increasing the likelihood that they will order in instead of braving the elements. ![]() For example, delivery services can use inclement weather forecasts to trigger email, push notifications or SMS messaging to encourage customers to order in. Marketers can use triggers activated by weather conditions to make communications more relevant, which results in higher conversion rates and ROI. Because it leveraged weather data, the retailer was able to better predict when customers would be more likely to purchase iced beverages instead of hot drinks. In particular, companies in the Food and Beverage (F&B) industries can benefit from the inclusion of weather data in their forecasting and analysis of customer behavior.īy taking customers’ local weather into account, a leading beverage retailer’s business intelligence team was able to glean insights into how real-time weather variables impact a variety of customer purchases, leading to a 20 percent improvement in sales forecast accuracy. ![]() Beyond improving brands’ understanding of customers’ journeys, weather data can also be used to inform marketing and sales forecasting. ![]()
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