How Hyperlocal Can Heat Up #PolarVortex Sales

While the weather outside is frightful — some places are actually colder than the daily temperatures on Mars — consumers are stowed away and glued to their digital devices watching the temperature drop. The polar vortex is the biggest visitor from the North Pole since Santa Claus, and nearly half the country is wishing they asked him to upgrade their outerwear.

With the arctic chill sending the nation indoors or, for many, stuck in an interminable layover, how can e-tailers give captive consumers not only what they want, but desperately need through hyperlocal strategies?

Hyperlocal is all about understanding consumers’ current location and immediate world/weather around them. With many battling record low temperatures this winter, e-tailers can target geographies and tailor their visitors’ inventory. Kicking off campaigns in real time or even a few days prior delivers a personalized experience, highlighting merchandise related to that specific climate. So how can retailers exercise these strategies, anticipatory or in real time, to make their campaigns relevant?

The Marketer and the Meteorologist
It's widely reported every year how the weather affects retail sales. Weather has an impact on what we buy, when we buy and how we buy. With nearly the entire nation feeling the icy grip of this unusually cold winter, retailers can take advantage of this opportunity by highlighting merchandise related to that specific climate. Regional weather patterns speak to individual customer needs. While New England is digging out from snow, residents in Southern California are griping over unseasonable temps in the low 50s. Furthermore, those trapped in airports due to inclement weather are killing time, typically on their mobile devices.

Clicks and Mortar
Interestingly, over a quarter of website visitors research their purchases offline before buying online, so targeting local customers with messages about new store openings in their area is a good first step. Furthermore, successful retail brands realize that their offline and online presences have to coexist and deliver the same bespoke experiences in order to maximize revenue opportunities across all channels.