Climate changes the way we shop !
How high does your blood pressure get when you go shopping for something, only to find an empty space on shelf where the product you desire should be?
Wouldn't it be great if, when you go shopping, you could get exactly the product you want? The trouble is retailers don't fully understand where, when and how much, you are going to desire, so it is difficult for them to get the right amount of your desired product in the right place at the right time in the right quantity.
Latest industry figures show that between 10% and 3.5% of products are out of stock at any one time. With retail sales in the UK of £250b, out of stocks account for between £25b and £8.75b - a staggering amount. However, money isn't the only issue; customer satisfaction is vital for any retailer, but these figures show that they have as many as 1 in 10 unhappy customers. So what's the solution?
It's easy to say "fully understanding the consumer (that's you and me)", but even the world leading Market Research companies agree there is a gap in the knowledge of fully understanding consumer behaviour. Market Research companies can answer what we buy, when we buy it, where we buy it and how much we buy. What they can't answer is why we buy it. If retailers can't answer why you want a product, they can't forecast precisely enough to fulfil your desires.
To realise why we buy certain products needs an understanding of what creates and drives our desires. So what are the basic human drivers: Heat, Light and Water, without any of these we would all be dead, actually never have existed in the first place. You will notice they are all weather elements!
Neil Catto, Managing Director of WeatherologyT says, "During research of hundreds of products, we achieved relationships between sales and a combination of weather elements (we call it the Feel Good Factor - FGF) far greater than would be expected in human psychology experiments. The difference can only be explained by subconscious decision making. Many, if not all of your buying decisions are influenced subconsciously. The FGF also explains the basic drivers of human (consumer) needs - HEAT, LIGHT and WATER. Even more astounding, a change in the FGF affects the hormone balance in our brain which changes our moods, feelings and decision making as well as creating desire for specific foods."
"The FGF not only occurs 24 hours a day, 365 days a year, it can have a large exponential effect on the sales of many products, especially when on promotion. The FGF is an amazing measurement of consumer behaviour and lets retailers forecast product demand more precisely."
So maybe now you can get the products you desire, where and when you want them.
