Ah, the infamous British summer; you’re never quite sure if you’re about to experience, blistering heat, torrential rain or – if you’re really lucky – a mix of both. However, with such a temperamental climate impacting people’s fashion choices, retailers have to make sure that their product information can withstand the constant changes needed to point consumers towards the right products.
Quick, there’s a heatwave – update the product copy!
Our weather can be prone to quick change and, as a country with limited sunshine, we all like to make the most of the good weather whilst we can. In fact, after the economy, the weather is the biggest influence on consumer behaviour according to the British Retail Consortium.
With consumers rushing to buy items that reflect the season we’re in, it’s crucial that retailers can quickly update product content to mirror the weather. We built and designed OMIO PIM with retailers in mind, so it was important to us to create something which allowed for agile and dynamic product content.
Our system allows you to make changes to product content, so that you can easily share this with the various channels that your products are being sold on. Does your current system allow you to easily attribute your product with the correct key tags? Maximise your sales based on optimised search so that consumers can quickly find what they’re after so that they’re ready for all weathers.
With influencers leading consumer trends, it’s also important that you can reference any influencer campaigns or partnerships in your product copy once they’ve been seen wearing your products. So, if a key influencer has started wearing your linen shorts to combat the heat then your content teams can add this to the product copy, too.
The Rise of the Staycation
With COVID-19 affecting holiday plans and with summer holidays in 2020 not quite mirroring usual consumer patterns, “staycations” are on the up. With British holidaymakers battling the elements, it means that where we might have been able to bank on decent weather abroad in previous years, this year our buying patterns are more susceptible to fluctuations to match the weather that we’re experiencing. The British Retail Consortium’s report added: “During the Summer to Autumn transition, nearly half of the variation in weekly sales growth from year to year over this period can be accounted for by differences in temperature between years. The analysis implies that for each degree warmer the first week of September is relative to the previous year, the rate of growth of Non-Food sales is reduced by 1.1%, equivalent to around £40m of sales.”
With even the tiniest weather change affecting sales, it’s something that retailers can’t ignore, meaning that it’s another reason that dynamic product content is more important than ever before. Adapting content to reflect the weather that audiences in that locality might be experiencing means that retailers can guide their customers to the products that might help them the most.