Paula Puleo, chief marketing officer for Michaels, says the company will continue to explore these methods. "It helps transform something from being an advertisement to being advice," Mr. ![]() It then advised Michaels to consider advertising against extended forecasts that called for rain in three days. The team found that sales of crafts surged not on rainy days but when the forecast called for rain three days in advance. The WeatherFX department took the sales data that Michaels provided and compared it with the weather records of areas that have Michaels stores. approached the company about advertising on rainy days, when their customers often do craft projects. Last year, the arts and crafts retailer Michaels Stores Inc. If it's cold, they get snow-removal tools. If it's over 50 degrees and sunny on your forecast, the Weather Co.'s digital users get an Ace lawn-care ad. "They help us leverage the weather," he says. Sixty degrees in late August drives different consumer behavior than 60 degrees in April.ĭirector of consumer marketing for Ace Hardware Corp., says this approach has benefitted his company. When someone checks an hourly forecast at 9 a.m., they likely are planning their day. On Thursdays, mothers often shop for the weekend. Somaya and Walsh say it is essential to weave into their analyses and algorithms not just location and weather, but timing as well. Who oversees the crunching of data as general manager of the company's WeatherFX division, which launched this year. "Depending on the city you are in or the microclimate you live in, your relationship with products is different," says Those locations have since been subdivided into three million. A few years ago, the company, which is owned by NBCUniversal Inc., Blackstone Group and Bain Capital, had focused on 500,000 locations world-wide, each with its own forecast. ![]() last year, he has invested in technology that can pick up granular data. The digital business now generates 50% of the company's advertising revenue, the company says. But now that it is combining that information with data gleaned from mobile devices, it is marketing its platform to a wider range of consumer companies. has long sold forecasts to airlines and energy traders. Weather has always influenced the retail economy, and the Weather Co. ![]() "I was like, 'Wow, they know!' " she says, adding that she didn't find that level of tailored advertising "creepy." She often checks the weather to get a sense of how her hair is going to look. Next to the humid forecast, she saw an anti-frizz ad for Pantene Smooth. "When weather is on our customer's mind, we can give her a good solution for her hair," he says.Ī 21-year-old Northeastern University student in Boston, was set to walk to work last month on what she called "an oppressively hot day," she checked from her phone and entered her ZIP Code. ![]() Crociata says his company has started experimenting with offering a coupon code for a hair product in a Weather Channel ad-as well as a notice of the location of a nearby drugstore, as the app generally can tell a user's current location. Consumers see ads most relevant to the weather in the ZIP Code they are in. However, if she's in an area experiencing low humidity, her hair might be flat, so she would see an ad for a volumizing product. If a woman checks the weather in a hot and humid location, it's a great moment to introduce her to the new Pantene Smooth, he says. that pairs the exact location and climate a woman is in allows for highly targeted advertising, saysĪ marketing director for Pantene's parent company, Procter & Gamble Co.
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